SlideShare uma empresa Scribd logo
1 de 15
Baixar para ler offline
Accelerating global sales growth_Baker Ross
Company Background
•

Family owned SME business selling childrens crafts, party
bag fillers and toys

•

No bricks and mortar

•

Revenues £18m, only 80 staff, very limited resources

•

Two ecommerce brands: “Baker Ross” & “Yellow Moon”

•

450,000 orders in 2012

•

Sell to a mix of primary schools, consumers and groups

•

Strong sales from themed craft ranges ie Halloween,
Christmas, Easter etc
Marketing
• Company comes from mail order
background but 90%+ of orders now online
• Extensive use of pay per click advertising
• Catalogues a good driver of traffic to our
ecommerce sites but spend much reduced
over time
• Social media - Use Facebook, Twitter,
Pinterest, YouTube and blogs to promote
our product / brand
Overseas Expansion
•

A trickle of orders from ex pat Brits but zero intelligence on
what products would work in what markets

•

Just over a year’s experience of selling our products on 2 UK
online marketplaces
– 1st 12 months on these marketplaces generated 60,000 orders

•

Decided to test new countries using online marketplaces
before incurring large costs of creating our own ecommerce
sites
– A “putting our toe in the water” approach

•

Made a decision to go international in June and set target of
being live in 3 countries by September.
Overseas Challenges
•

Typical product price point of £2.99 and low AOV meant
consumers very sensitive to shipping rates
– Felt our international shipping rates had to be competitive with
local market domestic rates
• This meant 3.99 euros / $4.99 range

– Offering free P&P uneconomic as would absorb all profit on low
value orders

•

Unique own brand products meant all titles, copy & search
terms needed to be translated from scratch (with no piggy
backing)

•

Product packaging needed foreign language titles etc added
to them
Choosing Product for Overseas
Markets
• Focus on all year round products “evergreens” rather
than seasonal ranges
• Own brand “Baker Ross” products not available
elsewhere
– Our own designed product

• Good sellers on UK online marketplaces
• Picked items which weighed 250g or less
– Low cost to ship
– Many orders would fit through a letterbox

• This gave us 300 products to start with
1st Country – Germany
• Why? Largest economy in Europe, shipping
distance short, gut feel
• How did we do it?
– Had 250 products (titles, copy, search terms)
translated plus all other set up done for 1,900
euros
– Went live beginning of August
– Initial daily sales promising and quickly
approached 50 orders per day in holiday season
– Based on experience of seasonality with UK
marketplaces expect daily orders of 200 to 300 by
November
1st Country – Germany
• What have we learned?
– Germans like things delivered on time
– Owl themed products are 5 of the top 6
sellers
– Choosing the right local language search
terms key

• What are we doing?
– Changed parcel delivery company
– Getting 200 Halloween & Christmas
products translated
Germany – Best Sellers
2nd Country – USA
• Why? Huge market, no language issues, users of our
YouTube channel asked why didn’t we ship to the
USA
– Launched YouTube channel in 2012 to promote product
and craft ideas
• Inspired by other etailers such as Lovehoney & Kiddicare

– Never expected that 70% of the views would be in the
USA

• How did we do it?
– Used existing copy from UK marketplaces. No costs
incurred
– Went live this month
– Initial daily sales lower than Germany
2nd Country – USA
• What have we learned?
– Religious themed products sell better
than in the UK
– Going to be a tougher market to crack

• What are we doing?
– Promote product availability in USA on
youtube channel
– Create a US product blogging network
USA – Best Sellers
3rd Country – France
• Why? Large economy, shipping distance
short, gut feel
• How did we do it?
– Had 450 products (titles, copy, search
terms) translated plus all other set up
done for 3,000 euros
– Going live this week

• What have we learned?
– Should have a good idea within the first
month
What next?
• Use overseas marketplace experiences to decide what
countries to prioritise for local language / domain
ecommerce sites
– We are learning a lot for very little expenditure
– Keep moving quickly

• Use our UK ecommerce sites to generate overseas sales
– Offer multi currency pricing
– PPC campaigns on
• www.google.com
• www.google.com.au
• www.google.ie

• Introduce / expand product ranges to take account of
international differences
Accelerating global sales growth_Baker Ross

Mais conteúdo relacionado

Mais de Cogeco Peer 1

Disruptive technology session_kiosked
Disruptive technology session_kiosked Disruptive technology session_kiosked
Disruptive technology session_kiosked Cogeco Peer 1
 
Disruptive technology session_dressipi
Disruptive technology session_dressipi Disruptive technology session_dressipi
Disruptive technology session_dressipi Cogeco Peer 1
 
Creating a borderless fashion brand
Creating a borderless fashion brand Creating a borderless fashion brand
Creating a borderless fashion brand Cogeco Peer 1
 
Big data psychology
Big data psychology Big data psychology
Big data psychology Cogeco Peer 1
 
The impact of seasonality on consumer behaviour
The impact of seasonality on consumer behaviour The impact of seasonality on consumer behaviour
The impact of seasonality on consumer behaviour Cogeco Peer 1
 
Understanding a generation of digital natives
Understanding a generation of digital nativesUnderstanding a generation of digital natives
Understanding a generation of digital nativesCogeco Peer 1
 

Mais de Cogeco Peer 1 (7)

Disruptive technology session_kiosked
Disruptive technology session_kiosked Disruptive technology session_kiosked
Disruptive technology session_kiosked
 
Disruptive technology session_dressipi
Disruptive technology session_dressipi Disruptive technology session_dressipi
Disruptive technology session_dressipi
 
Creating a borderless fashion brand
Creating a borderless fashion brand Creating a borderless fashion brand
Creating a borderless fashion brand
 
Big data psychology
Big data psychology Big data psychology
Big data psychology
 
The impact of seasonality on consumer behaviour
The impact of seasonality on consumer behaviour The impact of seasonality on consumer behaviour
The impact of seasonality on consumer behaviour
 
Understanding a generation of digital natives
Understanding a generation of digital nativesUnderstanding a generation of digital natives
Understanding a generation of digital natives
 
The Tomorrow Store
The Tomorrow StoreThe Tomorrow Store
The Tomorrow Store
 

Último

NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfSourav Sikder
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toumarfarooquejamali32
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 

Último (20)

NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb to
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
WAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdfWAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdf
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 

Accelerating global sales growth_Baker Ross

  • 2. Company Background • Family owned SME business selling childrens crafts, party bag fillers and toys • No bricks and mortar • Revenues £18m, only 80 staff, very limited resources • Two ecommerce brands: “Baker Ross” & “Yellow Moon” • 450,000 orders in 2012 • Sell to a mix of primary schools, consumers and groups • Strong sales from themed craft ranges ie Halloween, Christmas, Easter etc
  • 3. Marketing • Company comes from mail order background but 90%+ of orders now online • Extensive use of pay per click advertising • Catalogues a good driver of traffic to our ecommerce sites but spend much reduced over time • Social media - Use Facebook, Twitter, Pinterest, YouTube and blogs to promote our product / brand
  • 4. Overseas Expansion • A trickle of orders from ex pat Brits but zero intelligence on what products would work in what markets • Just over a year’s experience of selling our products on 2 UK online marketplaces – 1st 12 months on these marketplaces generated 60,000 orders • Decided to test new countries using online marketplaces before incurring large costs of creating our own ecommerce sites – A “putting our toe in the water” approach • Made a decision to go international in June and set target of being live in 3 countries by September.
  • 5. Overseas Challenges • Typical product price point of £2.99 and low AOV meant consumers very sensitive to shipping rates – Felt our international shipping rates had to be competitive with local market domestic rates • This meant 3.99 euros / $4.99 range – Offering free P&P uneconomic as would absorb all profit on low value orders • Unique own brand products meant all titles, copy & search terms needed to be translated from scratch (with no piggy backing) • Product packaging needed foreign language titles etc added to them
  • 6. Choosing Product for Overseas Markets • Focus on all year round products “evergreens” rather than seasonal ranges • Own brand “Baker Ross” products not available elsewhere – Our own designed product • Good sellers on UK online marketplaces • Picked items which weighed 250g or less – Low cost to ship – Many orders would fit through a letterbox • This gave us 300 products to start with
  • 7. 1st Country – Germany • Why? Largest economy in Europe, shipping distance short, gut feel • How did we do it? – Had 250 products (titles, copy, search terms) translated plus all other set up done for 1,900 euros – Went live beginning of August – Initial daily sales promising and quickly approached 50 orders per day in holiday season – Based on experience of seasonality with UK marketplaces expect daily orders of 200 to 300 by November
  • 8. 1st Country – Germany • What have we learned? – Germans like things delivered on time – Owl themed products are 5 of the top 6 sellers – Choosing the right local language search terms key • What are we doing? – Changed parcel delivery company – Getting 200 Halloween & Christmas products translated
  • 10. 2nd Country – USA • Why? Huge market, no language issues, users of our YouTube channel asked why didn’t we ship to the USA – Launched YouTube channel in 2012 to promote product and craft ideas • Inspired by other etailers such as Lovehoney & Kiddicare – Never expected that 70% of the views would be in the USA • How did we do it? – Used existing copy from UK marketplaces. No costs incurred – Went live this month – Initial daily sales lower than Germany
  • 11. 2nd Country – USA • What have we learned? – Religious themed products sell better than in the UK – Going to be a tougher market to crack • What are we doing? – Promote product availability in USA on youtube channel – Create a US product blogging network
  • 12. USA – Best Sellers
  • 13. 3rd Country – France • Why? Large economy, shipping distance short, gut feel • How did we do it? – Had 450 products (titles, copy, search terms) translated plus all other set up done for 3,000 euros – Going live this week • What have we learned? – Should have a good idea within the first month
  • 14. What next? • Use overseas marketplace experiences to decide what countries to prioritise for local language / domain ecommerce sites – We are learning a lot for very little expenditure – Keep moving quickly • Use our UK ecommerce sites to generate overseas sales – Offer multi currency pricing – PPC campaigns on • www.google.com • www.google.com.au • www.google.ie • Introduce / expand product ranges to take account of international differences