tackling new territories_dr martens
TRANSCRIPT
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Anarchy in the UN 2
Key Challenges for Dr Martens:
1.Which countries should we choose?2.How will we get the shoes to the customers?3.How can we run the sites cost‐effectively?
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Anarchy in the UN 3
Key Challenges for Dr Martens:
1.Which countries should we choose?2.How will we get the shoes to the customers?3.How can we run the sites cost‐effectively?
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Now more than ever it is necessary to ask… 4
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Timing matters… 5
Is our own website the best route to market in Poland?
www.zalando.pl
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Not actual data!
So which countries shall we pick? 6
Dr Martens already has websites (and warehouses) in the UK and US.
Our top countries: by visitor numbers
‐France‐Australia + NZ‐Taiwan, Singapore +
Hong Kong‐Mexico‐Sweden + Denmark‐Russia‐China
Our top countries: by conversion rate
‐Australia + NZ‐Sweden + Denmark‐France
And our worst:‐Mexico‐Russia‐China
Despite a £40 shipping fee,
Australia & NZ actually have
50% better conversion than our
UK or US customers on their
home‐country sites!
By looking at drop‐out rates in
the checkout funnel, we can
“factor in”
the impact of
cheaper shipping.
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So which countries shall we pick? 7
By combining data from the existing sites, data from existing channels, and plausible
statistics for the development of online in a given country, then for most countries we can
make a reasonable stab at estimating:
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Anarchy in the UN 8
Key Challenges for Dr Martens:
1.Which countries should we choose?2.How will we get the shoes to the customers?3.How can we run the sites cost‐effectively?
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Long Tail which we can only reasonably
store and shipfrom a few hubs
Routes to customer 9
Core Range held by local distributors
Core range we could
reasonably import into
target countries
Our range consists of a small number of top‐sellers – the classic Doc Martens 1460 boot and
1461 shoe – plus a long tail
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Routes to customer 10
We have varying levels of sophistication in our Warehouse Management Systems across the
globe:
WMS in action in the UK WMS in action in Korea
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Anarchy in the UN 11
Key Challenges for Dr Martens:
1.Which countries should we choose?2.How will we get the shoes to the customers?3.How can we run the sites cost‐effectively?
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Localised ranges 12
Our core range is marketed to all countries…
but customers’
feet vary by region
Core range Varies by region
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Localised customers 13
Our customers are buying for different reasons
Lost
YouthFashion Comfort Individuali
ty
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Localised merchandising 14
The majority of our customers start their online journeys from our classic products…
but the
classics make up less than 10% of all online sales
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How
big? 15
Localised Assortment
Localised Customers
Localised Merchandising
Our latest forecast for the team‐size required to
manage it all looks like this: