Going global - Aurora Fashions
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Transcript of Going global - Aurora Fashions
Aurora Fashions International Online Strategy
10/04/2023 Aurora Fashions 1
Agenda
International online strategy to date
– Going global – what online models has Aurora chosen?– Why www.andotherbrands.com?
More about our localised approach…
– The localisation & translation process– Be realistic – Factors influencing performance– The website is in place – What happened next?– Lessons learnt…
10/04/2023 Aurora Fashions 2
International Online Strategy to date
10/04/2023 Aurora Fashions 3
Going global – what online models?
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4. Localised Language Sites
• DE, AUS, US, SE, NL, FR, SP• Fully translated (product, content
etc.)• Localised payment methods• Localised customer services team• Localised marketing & PR activities• Managed by international team with
language skills• Criteria: High traffic volumes driven
by store presence, no franchise operation, opportunity for growth
1. Central UK Website
• Delivering to around 60 countries• One language• Currency: £, $, EUR• No proactive marketing besides UK
newsletter & onsite promotional activities
• Managed by UK team• Criteria: Traffic already on site, no
franchise operation in that country
2. Wholesale / Concession
• Partners like ASOS, Zalando etc.• + : Help with brand awareness in
international markets• - : Control marketing activities directly
competing against own
3. Franchise Online
• Currently in the process of delivery• Five models to give franchise partners
the opportunity to choose to be involved as little or as much as they like
Why www.andotherbrands.com?
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Hash Ladha, Deputy MD Oasis Fashions Ltd.:
“The tabulated model is an exciting evolution of our approach to multi-channel and we’re already in discussions with brands who are interested in collaborating with Aurora to offer the customer great variety of product in one single shop, basket and delivery destination.”
(Press Release, 12th August 2011)
Benefits of AOB
+ Full brand experience+ Single basket & checkout+ Share traffic & orders+ Share media costs+ Share resource+ Multi-Lingual+ Multi-Currency+ Platform for additional brands+ Cross promotional activities
Our localised approach…
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The localisation & translation process
Visitors
Population size Broadband penetration Store presence Maturity of business online Marketing; online & offline Brand awareness / strength Brand loyalty
Conversion Rate
User experience Degree of localisation Level of online competition Store presence Delivery lead times Delivery / returns costs Payment methods offered
AOV
Disposable income Items per order Order frequency ASP (Average selling price) Delivery charges / free threshold Ease & cost of returns Store presence Reliability of local postal service
Checkout completion
User experience Forced registration / guest
checkout Delivery charges Payment methods offered Ease / cost of returns Security concerns
Returns rate
Ease & cost of returns Reliability of local postal
services Consumer habits e.g. German
catalogue ordering history Store presence
Combination of your specific characteristics and market factors will
affect KPI’s
Be realistic – Factors Influencing performance
Website in place – what happened next?
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Local Centre of Excellence – Replicate & localise
• Marketing Communication• Newsletter• Website content• Promotions
• PR• Online Marketing
• Affiliates • Search / SEO• Retargeting• Social Media
Lessons learnt…
10/04/2023 Aurora Fashions 10
Localisation– There is no halfway house!
Sizing – Northern / Southern European Sizing– Labelling reflecting online sizing
Prizing– UK pricing versus local pricing
URL Structure– Local URL – Marketing URL versus Display URL
Counter Seasonality – Flexibility of platform – Merchandising Resource
Questions?