Kilde: se foto nedenfor
”The
biggest concern of market expansion is how to localize your website and
products to local culture”.
“FoOur Units: Expanding insights for your business abroad
Written by Lotte Andkjær Christensen on 12.06.2024
At Succeed Abroad 2024 in Copenhagen we talked to Anne Marx, Head of Digital at Our Units. We spoke to her about Our Units' expansion strategy establishing the brand across Europe.
https://blog.makesyoulocal.com/our-units-expanssion-abroad?r Oscar
Jacobson, this will mean maintaining content in Swedish of course, but also in Danish,
Norwegian and all the other EU languages on both desktop and mobile”.
“The team
decided to launch 20 international websites, turn up performance marketing and
success would be “just around the corner””.
“The team
decided to focus on the core markets of Denmark, England, Germany and Japan
with strongest brand awareness and invest locally in retail and wholesale there
before building up internationally”.
“True
localization still takes a heavy investment in time, people and money, the team
will only commit to a new market when the data shows enough traction on the
ground”.
“Now live
in Norway, Sweden and the Netherlands apart
from the home market of Denmark, co-founder Joachim Latocha tells us
that finding success abroad is anything but simple for brands today”.
“In the
past, entering Germany for example, was about whether you ship wit GLS or DHL,
translations, and having the right email flows and payment setup”.
“After
focusing mainly on those markets in 2020 and 2021, the team expanded further in
2022, opening Romania, Hungary, and Bulgaria. This year, the team has opened
Greece and Croatia”.
“Savicki
plans to translate its webshop into Spanish to target a broader global audience
and unlock growth in new markets across the world”.
““The plan
was tossed aside, and we ended up doing the complete opposite”, he says. “We
opened Denmark in March, Germany in Junie, Netherlands in September, France in
December, Sweden in January and Norway in March.”
“Another
marketing challenge ahead of Søstrene Grene is language and when to spend
resources on language localisation efforts. “Optimising with local language is
somewhere on the maturity curve further into the journey”, he says. First, they
see how the markets are doing and then language is part of the refinement. “We
want to see some more market maturity before we invest in a 5-person team”, he
explains. “And we have to define what market maturity looks like before each
market would deserve a custom treatment”. “We’re going live with the next bundle, which consists of our
mid-markets: Belgium, Austria, and Ireland, which are already live now, then
Switzerland and the UK, and then the small markets from there.””
“For him,
it’s also important that customers on the ground in each market can get
information about each product, however they want”.
“How do
brands learn to speak the same language as their customers across markets? And
how important is it for you?”
“For
global giants and ambitious young
webshops, it’s critical to understand customers. It’s painstaking and the work
is never done.”
“One of the
biggest impacts on conversion optimization is localization.”
“If the
website works in the domestic market, it will work in foreign markets too with
great localization,” he explains.
“In the
Swedish webshop there is no gender division among the products reflecting the
expectations of its target customers in Sweden”.
“Med24
believes the Nordic can become a billion DKK market if they continue to invest
in becoming truly local. That is why they focus on cementing the position in
Denmark, Sweden and Norway instead of rushing into bigger markets like Germany.”
“The global
market is unique in its own way. Comparing what you’ve done in Finland and with
what worked out in Austria may not help much.”
“While
companies want to move as fast as possible, Daniella says it is important not
to lose sight of the fact ghat getting localisation right takes time.”
“Gents is
the leading online retailer of male grooming products in Scandinavia, shipping
accessories, beard and skincare products worldwide with local sites in Germany,
Sweden, Norway and Denmark.”
“Translations
are one of the most timeconsuming aspects of internationalization at Gents, which
has a living inventory of 4k products 1k texts ad categories that need to stay
up to date.”
“Najell is
highly localized for each market with a fully translated website, local payment
methods and localized logistics. Unusually, the company has also chosen to have
at least one community manger local to each region on the team. Tasks include
translations, communications, and optimising local websites and content. For
Najell, creating content and explain its products is important and having local
expertise is critical to success.”
“The
conventional wisdom of launching in tough markets like Germany is that it
demands hyper localisation to serve the more conservative shopping population.”
“That’s the
big question and how do we assess the value, both in terms of investment, and
most importantly, resource management of establishing he language platforms and
driving acquisition in different languages,” he explains. “We know what we are
selling today, but what could we sell if we were fluent in languages? That’s
something we find difficult to quantify. And when we ask different people, we
actually get some conflicting answers.”
“SEI is an area where they need to optimize the webshop to t6he local language
since people search in their native tongue. The same goes for Google Ads, he
says. But it’s about quantifying the cost of adding more complexity to the
business at this stage with the cost of potential lost sales. “Clearly, there
comes a point where doing the same
thing, but in the local language, would be better. It’s just a matter of how
much better it would be,” says Jens.
“The team
first prepares the entire back office to be able to launch quickly. They do
this with a very lean setup with automatic translations and logistics done
through intermediaries. Then, when they have the scale, they can switch to
local solutions such local couriers, local logistics hubs and proper translations”.
““We are
learning to adjust the product to each specific market during the international
expansion,” he says. For DeeZee, localisation is about learning the preferences
and desires of shoppers and tailor not only marketing, pricing, language and
logistics, but even tweaking the product offerings.”
“He does
not expect the human element to be eliminated from the translation process in
the near future. “The alternative to writing a translation yourself is to have
it reviewed by someone who understands
it, which can be easier than saying something wrong and approving it,” he says.”
““Going
into countries with local language for example – we haven’t regretted that,” he
says.”
EXTRAS
Our Units: Expanding insights for your business abroad - Written by Lotte Andkjær Christensen on 12.06.2024
At Succeed Abroad 2024 in Copenhagen we talked to Anne Marx, Head of Digital at Our Units. We spoke to her about Our Units' expansion strategy establishing the brand across Europe. Link here/
