March 31, 2006, 12:00 AM

It`s a small world

(Page 3 of 3)

Subtle differences

Though the world’s a potential online marketplace, it’s a marketplace that’s not necessarily easy pickings. The subtle and notsosubtle differences in shopping habits and cultural values among countries mean that one size-and one ­marketing and merchandising plan-does not fit all. Irrespective of how successfully their web sites function at home, U.S. marketers are finding that the bid to establish a significant online ­presence abroad raises a new challenge in every country.

“The bottom line is a lot of what we use here doesn’t apply aboard,” Dwek says. “You have to be really cautious in terms of your approach, and you have to create a test plan that allows you to leverage the risk.”

mary@verticalwebmedia.com

Click Here for the Internet Retailer Guide to Providers of Global Solutions

 

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From IR Blogs

FPO

Bryan Gudmundson / E-Commerce

Which incentives are best at saving the sale?

It’s not necessarily the most valuable incentive that converts the best, a case study shows. ...

FPO

Heather Smith / E-Commerce

Taking advantage of the sharper marketing tools from Pinterest

Pinterest’s revamped private messaging system gives retailers more options for directly connecting with influential and ...

Advertisement