Andy Barke IMUK Slides

Successful Growth AbroadBeyond our shores

Andy Barke

Head of Northern AgenciesGoogle UK

The world is flat

“The world is becoming globally interconnected, thereby allowing businesses all

over the world to compete on a more equal playing field.” – Thomas L. Friedman

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£28bnof UK online retail sales will come

from abroad

Source: Google and OC&C

£7bnof UK online retail sales came from

abroad

2013 2020

International Opportunity growing

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THE NEXT 4 BN2013 World Population

7 BILLION

3 BILLION

2013 Internet Population

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INTERNET FOR THE NEXT 4 BILLION

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INTERNET FOR THE NEXT 4 BILLION

$1.5tn

2014

Global e-commerce sales

Source: eMarketer, Jan 2013

The Internet is Borderless

$2.0tn

2016

Global e-commerce sales

Source: eMarketer, Jan 2013

The Internet is Borderless

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Asia will be the engine of growth

Which countries are attractive?

Generally BRIC of course...

Source: Internet Retailing, August 2013

Social 44% check

social media to make buying

decisions

Prefers Trusted brands

from overseasMobile

1st

Young61% are

aged 18-30

Average online spend of £703 pp, vs £1,085 in

UK)

Spender

Mobile has surpassed desktop usage

Chinese consumer – young, mobile, global

...but also SMIT

Small ahead of the Big

International outpacing

domestic 10x

Pureplays grow 2-3x

faster

BORDERLESS DIGITAL OPPORTUNTIES

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The UK has the Largest Positive Trade Surplus

Markets are already highly interconnected

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CONSUMERS AND TECHNOLOGY DRIVING CHANGE

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1. Prioritise markets & identify the easy wins

2. Consider testing with marketplaces

9. Invest behind the key markets

11. Reinvent your supply chain

10. Localise where it matters to customers

12. Develop a global view of customers

4. Develop and invest in a clear strategy to build awareness and drive traffic

5. Develop pricing strategy to profitably serve international markets

6. Organise to deliver your ambition

3. Determine the right multichannel approach for you

7. Establish the last mile solution

8. Invest in a scalable payments platform

The CEO’s Playbook to Internationalisation

Prepare Grow LeadLaunch

Google Confidential and Proprietary

First, make sure you have a good proposition

Google Confidential and Proprietary

Do your research – External Sources

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Operational Considerations, Countries Rates by Ease, UK Example

Free Google tools to help with Export

*Source: Google Trends

Find your audience with Google Tools

*Source: Google Trends

Look at Online & Offline Shopping Behaviours

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Acquiring customers globally

*Source: Google Trends

Look at Online & Offline Shopping Behaviours

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Spreek met uw klanten in hun moedertaalSpeak to your customers in their native tongue

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Get Local with Google Translator Toolkit4x conversion rate from consumers using Google Translate

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Spot and respond fast to evolving demand

Start with easy ‘go to’ markets first.

Use the tools available to you and start now

www.occstrategy.com/global-retail-empire

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