John Lewis plans to begin charging some customers who pick up online orders in stores. Competitor Marks & Spencer will expand its free click-and-collect ...
(Page 3 of 3)
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.”