Nordic e commerce3

Nordic E-commerce – How to enter new marketsBy Anders Lorenzen Andersen

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Agenda

•Customer focus

•10 Easy steps to new markets

•How CoolStuff did it!

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Customer focus

You can not teach foreign customers Swedish standards Understand the customers needs, not your own The customers need to know they are the target group Create value for your customers Trust & Safety Make it Local

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Costumer focus

What is a foreign customer’s ”total price”? The price of the goods The time it takes to find the shop and the product The risk the product won’t be delivered Longer delivery time from abroad Issues with foreign customer service Problems with the payment methods Problems with return of goods Problems with custom

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Agenda

•Customer focus



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10 easy steps to new markets

Prioritize the foreign customer Translate all Swedish text – Don’t mix the languages Offer customer service in the local language

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Prioritize the foreign customer Translate all Swedish text – Don’t mix the languages Offer customer service in the local language Delete ALL Swedish logos – e.g. Kreditor, Swedbank, Trygg

E-handel, and Swedish flags. Get a Danish phone number – Cheap at Skype or TDC Local E-mail, Domain and local physical address - .SE is

unserious

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unserious Get the ”Dankort”. Dankort is the most essential element

for success in Denmark Get “E-mærket” and create a profile at truspilot.dk

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unserious Get the ”Dankort”. Dankort the is most essential element

for success in Denmark Get “E-mærket” and create a profile at truspilot.dk Remove Swedish login function (+structure)

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Prioritize the foreign customer Translate all Swedish text – Don’t mix the languages Offer customer service in the local language Delete ALL Swedish logos – e.g. Kreditor, Swedbank, Trygg E-

handel, and Swedish flags. Get a Danish phone number – Cheap at Skype or TDC Local E-mail, Domain and local physical address - .SE is

unserious Get the ”Dankort”. Dankort is the most essential element for

success in Denmark Get “E-mærket” and create a profile at truspilot.dk Remove Swedish login function (+structure) Describe your story on the local market

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Prioritize the foreign customer Translate all Swedish text – Don’t mix the languages Offer customer service in the local language Delete ALL Swedish logos – e.g. Kreditor, Swedbank, Trygg E-

handel and Swedish flags Get a Danish phone number – Cheap at Skype or TDC Local E-mail, Domain and local physical address - .SE is

unserious Get the ”Dankort”. Dankort is the most essential element for

success in Denmark Get “E-mærket” and create a profile at truspilot.dk Remove Swedish login function (+structure) Describe your story on the local market

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Agenda

•Customer focus



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How CoolStuff did it! - DK

About CoolStuff #1 Gadgets shop in SE #1 Gadgets shop in DK ”Sveriges bästa E-handlare 2008” Sold gadgets for 42 million SEK in 2009 Only online marketing

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Preparing for the Danish market! Translation of the shop, About 2 SEK/word Opening filial in DK Danish domain Deal with PNL/Bring Dankort in place Getting Adwords translated for free by Google Getting feedback on site

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The launch No Danish Employees- No Danish

customer service First order on the 17th of Oktober 2008 December 2008 with a turnover of more

than a million DKK (6,3 million in SEK in SE)

Conversion rate 1,1% after Christmas

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Adjustments Replying on Trustpilot reviews Getting E-mærket Hiring Danish person, Danish Newsletter Changing from PNL to Posten Facebook adds and fan page Optimizing Adwords

Up-coming adjustments EAN Invoicing Danish customer service

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Status on the Danish market today Leading online gadget retailer in Denmark Danish sales is 40% of the SE sales Conversion rate of 1,4% (higher than on the SE site)

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How CoolStuff did it! - DE

Preparing for the German market! Translation of the shop, About 2 SEK/word Opening a filial in DE German domain Deal with PNL/Bring PayPal, Sofortüberweisung, Visa, Mastercard, Prepaid Getting Adwords set up

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The launch! German customer service from day one First order on the 17th of October, 2009 December 2009 with a turnover of about 70.000 € At Christmas peak about 200 orders a day Conversion rate 0,62% after Christmas

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Adjustments Getting Trusted shops Optimizing Adwords Getting Klarna invoicing Facebook adds and StudieVZ ads

Up-coming adjustments Hiring German country manager

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Status on the German market today German sales is 14% of the SE sales today Conversion rate of 0,80% Diffecult, since different market and larger competions Working on becoming the leading online gadgets retailer in

DE

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How CoolStuff did it!

CoolStuff Philosophy We want to be the number one on each market we enter We should use local partners Growth will come from new markets We need to be local, and not Swedish The customer is always right Foreign customers are served even better

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Good Resources

Velkommen til markedet (Link) Swedish Trade Copenhagen (link) E-mærket (link) FDIH (Danish E-commerce analycis) (link) EuroStat (search for ”E-commerce”) (link) Look at your foregin competitors shops!

http://www.velkommentilmarkedet.dk/e-handel/

http://www.swedishtrade.se/sv/vara-kontor/europa/danmark/in-english/

http://www.e-maerket.dk/

http://www.fdih.net/dansk-e-handelsanalyse.aspx

http://epp.eurostat.ec.europa.eu/portal/page/portal/statistics/search_database

The End

Feel free to contact me if any questions

Email: [email protected]

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