Ecommerce Europe & E-commercefacts Round Table in Milan

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Localize your brand

The last stop on the European tour of the E-commercefacts Round Tables was Milan, last Tuesday, the 9th of October. Once again in a very attractive surrounding, E-commercefacts.com, Ecommerce Europe and Netcomm joined forces to bring together an audience of 20 Italian online retailers and experts to eat, network and listen to two great speakers: Markus Tuschl from GfK and Giulio Corno from Ferrari.

Meeting consumers where they are

From Markus Tuschl’s picture of the market landscape in Europe, we were able to see that Italy and Spain are the most up-and-coming countries regarding E-commerce, with the UK and Germany already showing signs of maturity. We could also see that online trade is becoming increasingly mobile, which transforms the environment completely and presents huge potential for Italy and Spain. You have to meet consumers where they are. And what really makes the difference to compel online shoppers to buy ‘cross-border’? As far as Markus is concerned, it’s trust.

Localize your brand

Since Ferrari is a well-known Italian brand, it’s important to market it like that, says Giulio Corno. But do localize your brand. And by localize he means coping with tax issues, payment methods, marketing activities, etc. It’s important to adapt tot each country you’re expanding to. Ferrari does a good job at this as 95% of the Ferrari merchandize online sales now comes from outside of Italy. To get these results you have to adapt yourself to customer needs. Giulio is certain that this constitutes the basis for successful cross-border operations.

Localize your brand

It’s always difficult to compare several markets within E-commerce. What goes and works for Ferrari doesn’t necessarily work for luxury articles, technical goods and fashion. While Ferrari wants to brand itself as Italian, Zalando on the other hand has a total different approach. They don’t brand themselves as a German company. People from the UK think it’s a UK company while people from the Netherlands think it’s Dutch, etc. Zalando Italy is also gaining popularity although this is a bit of a tougher market as the Italian culture has more people on the high street. Nevertheless, there is still huge potential for e-commerce in Italy.

Also, what’s the definition of Cross-Border E-commerce? If you ask the consumers if they shop cross-border, they are more likely to answer that with no as they don’t even know they’re shopping cross-border. Actually, when this is the case it means that your company is doing a really good job as the consumer thinks it’s a local shop.

During the discussions at the dinner table we came to realize that whatever you sell and however you want to market your company, localizing your brand is a key word.

Source: E-commercefacts

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