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A new study published late last month by OC&C Strategy Consultants in partnership with Google, reveals that the ‘UK is the world’s leading eCommerce exporter with a trade surplus of £720 million in 2013’. The Global Retail E-mpire report analyses the estimated value of online retail based on six of the biggest e-commerce markets including the UK, USA, Germany, Nordics, Netherlands and France. The UK market was by far the largest in the world thanks to global success stories in the fashion sector. The US and Germany are the nearest challengers to the UK, with £110m and £12m trade surpluses respectively.

Anita Balchandani, partner at OC&C, said: “Over the next decade, online retail will become increasingly international. This represents a great opportunity for British retailers, by providing new ways to grow and expand. At the same time, international expansion poses many challenges and will require retailers to master new capabilities and complexities. As a market matures, and new pockets of demand emerge, localisation will be crucial – from tailoring the range on offer, to ensuring that delivery and payment methods work for each market”.

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Anita continues, “It is equally critical to localise only where it matters to customers, to avoid the cost and complexity of over-tailoring the retail offer by country”. A retailer can service customers around the world from a single location in the UK, but needs to adapt its digital marketing activity in a localised way, allowing it to strike the right balance between customer relevance and cost.”

Locayta and Superdry.com International Case Study

Superdry.com were looking for fully integrated merchandising solution which would provide localised communication within their new markets whilst accommodating their international expansion. Using their Product Sequencing and Balance Factor technology , Locayta were able to strategically position Superdry’s products across their multiple international sites. Locayta’s advanced search was able to perform exactly to Superdry’s exact specification and requirements with various functionalities including intelligent navigation and spell correction to guarantee fruitful search results every time, across the seven different localised sites.

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Superdry say, “We were impressed by Locayta’s unique ability to achieve fully automated visual merchandising and fast multi-lingual search results no matter what the geographical location. We felt they were head and shoulders above the rest. Locayta offered the perfect combination of tools for the job. It’s essential that our international sites compete effectively with localised providers. Locayta delivers the same high-grade performance regardless of which country the site is operating in. The ability to maintain superior search and category performance on a totally multilingual basis has generated phenomenal, if not unprecedented success for us. Our international eCommerce strategy has experienced four figure growth”.

Next steps…

To find out more on Locayta Freestyle Merchandising® in the expansion of your retail site, visit www.locayta.com today.