1. FiftyOne Global Ecommerce
How to Grow Global Sales
OBJECTIVE:
Get people to invest in marketing for holiday and 2013
Rethink the way they think about “Global”/ ROW/ International
Each country is another US
Test & Test Again
Heather Kaminetsky
@heathkam

2. How do I grow my international sales?
Since joining FiftyOne, I have traveled and met a lot of you in the past 5 months and I keep hearing one basic question: How do I grow my international sales?
While I can’t tell you everything in the next 40 minutes, I’m hoping that I can get you thinking about how to strategize and grow your international sales
I also plan to tell you what we at FiftyOne are doing to help grow those sales.

3. This time last year I was…
Let me back up a step and tell you a little bit about me. I spent close to 6 years at Barneys New York where I worked on ecom, digital and offline marketing. At this time hat I was doing last year at this time - I spent 6 years at Barneys. I was just like you …
Racing to finalize Holiday marketing & budgets, working on budgets for next year, juggling vendor discussions, buying media, media planning and direct mail planning for Spring (and we just started Fall), and let’s not forget corralling Lady Gaga
And oh by the way, we also started shipping to 90 countries around the world.
Juggling the domestic and then this thing called international came along.

4. If you build it… Global is not a field of dreams.
Insert HK rant here … <iframe width="560" height="315" src=" frameborder="0" allowfullscreen></iframe>
Drive traffic
Requires effort cannot be ignored
Need to know who is buying so you can  get more like them
Use promotion to drive acquisition
People have never heard of your brand 
If you are a Macy's they are not even looking for you but got your brands
No one would ever claim that your dotcom in year 2000 was a field of dreams where you said "hi 50 states, please buy from me online, ok thanks." You all know firsthand it took time, effort, ideas and money to build it to what it is today. However, the way many people treat their international dotcom is exactly like a field of dreams - "hi 103 countries please buy from us". That's never going to work or be anything more than 1-3% of your US business.  It's going to take energy, time, testing, and even marketing dollars to grow.  We'll help you build a successful global business, you just need to realize its going to take more than a dream to become a reality. 

5. Thinking back…. How did you grow your domestic sales?
Leveraged brand awareness
Significant marketing investments
Tested, failed & tried again
Free shipping was not always a part of the program
You definitely did NOT compare it to your existing brick-and-mortar business on day one.
Again, we get back to … how

6. Re-think your global strategy & thought process
Focus on a select group of countries
Leverage your domestic business
Leverage FiftyOne’s offering
Invest
Recognize: The Past is not the Future

7. ROW is not a country ROW is not a country
REST OF WORLD
UNITED STATES
ROW is not a country
View countries as distinct, individual markets all with specific cultural nuances
Different ways to consume media- print vs. online

8. Even regions are different
Checkout Conversion
Average Order Values
Here’s a snapshot:
One of the biggest challenges that I keep seeing people have to overcome is the mind set that ROW is a country.
If you focus on specific countries and pockets you can find marketable locations
Great Pockets

9. Tale of two countries Ameerah Ulyana Sergeenko
I would like you to now start thinking about ……..
These two countries moved into our top 10 within the past 9 months
Both oil countries
Very into luxury & wealth
Saudi Arabia & Russia
Similarities:
Top 10 in FiftyOne Sales
400%+ YOY Growth for SA, crazy strong for Russia with Nov 2011 launch
Affinity for luxury brands
Country history/culture – oppression-type
Oil wealth
Differences:
Volume:
Russia – decent $2.2MM carts started/month (Canada is $14MM, Japan is $2.8MM for comparison)
SA – less $1.5MM carts started/month
Conversion:
Russia – 10% very low, low for most
SA – 16%. Is decent for some merchants, low for others
AOV:
Russia is $200
SA is close to $400
Online preferences:
Russia searches on Yandex, social on VK
SA search on Google.ae, social on facebook
Categories shopped for: from Analytics team
Russia SA
Values:
Russia- Trust in brand/product, Good return policies
SA- reputation of website, secure payment, price/value
Shopping:
Russia- research online with search engines, do not impulse buy
SA- 70% research product reviews online; mostly men
Pictures shown: Left – Princess Ameerah of Saudi Arabia, Right - Ulyana Sergeenko, Russian Glamour mag’s “trendsetter of the year”
Ameerah
Princess of Saudi Arabia
Ulyana Sergeenko
Russia’s “trendsetter of the year”

10. Comparison of countries
Saudi Arabia
Russia
Internet Users
68% Male – 32% Female
Ages: %
Ages: %
48% Male – 52% Female
Ages: %
Ages: %
Psychographic
Women’s apparel
Traditional media
Kid’s clothing & Women’s coats
Social media
Culture
Ratings & reviews
Personalization
Luxury brands popular
Product research
Decision Factors
Reputation of website
Secure payment method
Trust in brand
Good return policies

11. Magazines, Newspapers, Email
Marketing Channels
Saudi Arabia
Russia
Search Engine Marketing
Social Media Outlets
Marketplaces
Affiliate
CSE’s
Preferred Channels
Magazines, Newspapers,
Social, Search,
RUSSIA
SAUDI ARABIA
Yandex
Social: VK.com
Categories: Kids
Google.ae
Facebook.com
Category: Women’s Clothing
Marketplace: Russia – IZ RUK V RUK - irr.ru, Saudi Arabia: Amazon & Souk
Affiliate: Russia –
CSE: Russia – Yandex Market (like google)

12. All of this is very overwhelming and we are here to help you…

13. In conclusion Plan Market Test Analyze Identify opportunities
Invest effectively
Test
Identify methods to increase conversion
Analyze
Keep an open mind
Analyze
Do not judge by the standards of your 2012 domestic Returns on Ad Spend
Do not become discouraged by current conversion rates

14. Thank you
Analyze
Do not judge by the standards of your 2012 domestic Returns on Ad Spend
Do not become discouraged by current conversion rates