Estee Lauder shares lessons learned in foreign markets

Dennis McEniry

With 29 brands and several hundred million dollars in online sales across 31 countries, cosmetics manufacturer and retailer The Estee Lauder Companies Inc. has learned a lot over the past decade about building e-commerce sites for overseas markets. Dennis McEniry, president of the company’s online operations, will offer several tips on what works in a featured address next week at the Internet Retailer Conference.

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“I’ll present what I’ve learned in rolling out e-commerce sites for 10 years in different markets around the world,” McEniry says. “I’ll point out what the differences are in each country we serve, and what other retailers can watch out for as they adapt their brands to foreign markets.”

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McEniry will address differences across multiple foreign markets in such areas as types of online payments, consumer shopping behavior and digital marketing techniques. “I’ll bring up examples from around the world, and discuss examples of the differences between markets including the U.K., China, Japan, Germany, France and Brazil,” he says.

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Within the next few years, Estee Lauder expects to have an e-commerce presence in 33 countries while reaching out through online marketing to a total of 60 countries, McEniry says.

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Estee Lauder Companies, whose brands include Estee Lauder, Aramis and Clinique, is No. 133 in the Internet Retailer Top 500 Guide.

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