Local Vs Global- Tailor your website for specific regions
As a digital and online professional working in such a progressive space, I have been fortunate enough to work with a number of great Australian retailers during my career.
This goes without saying, every role has challenged me both personally and professionally. Pushing the boundaries in everything I do, whilst simultaneously building the support and trust from the team that surrounded me, is what has made me into the best leader I can be.
General Pants Co is no exception to this. It’s one of the largest and most respected youth retailers in Australia, and is at the centre of digital innovation amongst millennials. I am lucky enough to lead a passionate team who endeavour to continually challenge the norm across the digital and ecommerce landscape. It’s the collaborative nature of this team that keeps us striving for success and no doubt led us to take out Power Retail’s “Fast Movers” 2017 All Star Bash award this year.
It’s very humbling to be recognised for such an award, knowing the competitive nature of retailers in the digital space and talented individuals within our industry. At the same time, I’m proud to be a part of the GP team that has worked so hard to deliver a number of major projects over the past year.
That’s one of the main reasons why we keep entering the StarTrack Online Retail Industry Awards too! It’s rewarding to complete our application form each year and reflect on everything we have achieved in 12 months, and then attend the night of nights of the industry, mingle with amazing retail talent and share everyone’s achievements.
Multi-channel growth is an ongoing key deliverable for the business and we are always focused on being mobile first and customer centric. Without customers we don’t have a business, therefore it’s essential we listen to their feedback and continue to improve their shopping experience with General Pants Co ‘whenever, wherever and however’ they choose to engage with our brand.
Delivering our responsive site design just over a year ago, continually optimising our mobile experience and working closely with our partners to leverage our chosen technology platforms to drive sales has been the mortar to our bricks and an integral component of this success.
Now, tapping into the international market is one of the next steps for the General Pants Co’s multi-channel growth strategy. This was given careful consideration and is a great example of working with our partners to deliver ongoing growth on a global scale.
To support our Los Angeles store that opened on La Brea Avenue last year, we’ll soon be opening our second U.S. store in New York City. Our website data sent us a clear message from our customers that there was an interest for our brand and products, not only from the US, but a number of other key international markets.
Our opportunity was to deliver a seamless online customer experience to support our bricks and mortar presence, and do it quickly. Thanks to our partner, we implemented a solution that made perfect sense to us, and was able to assist us in providing a seamless customer experience and support our fast to market plan.
The right technology has allowed us to localise the content from our domestic site in 220 countries, providing local currency pricing, relevant payment options and localised fraud management. What’s more, our customers can choose a DDP (delivered duties and taxes paid) option during checkout ensuring there are no surprises when their order is delivered, and it’s all fully trackable.
It’s still early days for our cross border journey, however the initial results are positive and providing us with new learning every week to continually improve our international customer experience.
Join me at the Online Retailer Conference in Sydney where I will be presenting on “Local Vs Global – Tailor Your Website for Specific Regions”. You can find tickets to the event on the Online Retailer website.
I look forward to seeing you all there!