June 5, 2014, 11:28 AM

IRCE Hot Topic: Global e-commerce

Two days after IRCE 2014 begins, the World Cup soccer championship will literally kick off in Brazil. Brazilian web-only sporting goods retailer Netshoes is ready, and IRCE attendees will hear firsthand from chief marketing officer Juliano Turbino how Netshoes aims to meet the expected spike in demand for all things soccer—or "futebol" in Portuguese—during the 32-nation, every-four-year event.

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"On the eve of receiving an event the size of a World Cup in Brazil, Netshoes sees a golden opportunity to further expand its relationship with fans passionate about sport," Turbino says. Netshoes, the fourth-largest web retailer in Latin America by online sales in the Internet Retailer 2013 Latin America 400, has big plans, as Turbino will describe in his June 12 session entitled "A World Class Campaign for the World Cup, Brazilian Style," during the Global E-Retailing track.

An online retailer since 2002, Netshoes is big on personalization. A futebol fan who is also a bodybuilder will see on the home page of Netshoes.com.br not only soccer merchandise but also fitness equipment, Turbino says. The site offers a 3-D product comparison tool, and the Netshoes Click mobile app can pick out the type of soccer cleats from a photo and enable a player to buy them in a few clicks.

Turbino will talk about Netshoes' "Super Sport Delivery" program, which offers same-day delivery in many Brazilian cities, and gives environmentally conscious shoppers the option of asking that a cyclist, not a gas-guzzling vehicle, deliver the goods. Plus, for the World Cup, Netshoes has deployed five vending machines around its home city of São Paulo where consumers who can't wait for home delivery can buy Brazilian national team jerseys on the spot. "Netshoes has innovation in its DNA," Turbino says.

Turbino will be one of several international speakers who will give firsthand accounts of e-commerce around the world. Besides Turbino, representing Brazil, the Global E-Retailing track features speakers from France, Germany, Guatemala and Singapore. There will be two sessions in which Western brand executives will discuss selling online in China, now the world's leading e-retail market.

Many leading North American e-retailers are selling abroad these days—289 of the Internet Retailer 2014 Top 500 Guide, which ranks North American retailers by online sales. And this track will offer plenty of concrete advice on how to handle the complexities of language, marketing, logistics and payments in foreign markets.

Among those offering tips based on experience will be David Wachter, executive vice president of clothing and footwear retailer Jimmy Jazz, which sells online in 19 countries. Wachter will discuss whether a retailer should outsource functions like marketing, shipping and fraud prevention, or handle those in-house. Don't rely on your experience in your home market, he warns. "Just because you may have a strong in-house team domestically for certain functions that doesn't necessarily mean it's the right choice for your international business."

Global e-retailing is a whole other world from e-commerce at home. The Global E-Retailing track will give attendees a whirlwind tour of what to expect as they venture beyond their home turf.

Don Davis, Internet Retailer's globe-trotting editor in chief has covered e-commerce and technology conferences in China, Japan, Australia, Mexico, Germany, France and the United Kingdom. But since 2007 Don has always made sure to be back in the United States for IRCE.

Highlighted Sessions
A World Class Campaign for the World Cup, Brazilian Style Wednesday, June 11, 3:30-4 p.m.
Do the Homework: 7 Questions to Ask Before Entering a Market Abroad Wednesday, June 11, 4-4:45 p.m.


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