BRC – International Retailing 2015 – Practical strategies and support for global growth plans
Christine de Largy shares her key take-outs from the BRC’s fourth annual International Retailing conference.
Danny Barrasso, UK managing director at New Look.
Three key learnings, inspired from international success:
- Appointing a Local MD is an essential strategy in most markets. China, France, Germany and Poland are key markets.
- Enter all new markets through online but be channel agonistic and customer centric. Customers don’t think channel, only brand. You must be accessible in all markets, at all times. All franchisees have to manage the local web site but not total exclusivity in the market.
- The Franchise model is profitable but to own the market, one needs to own the business.
Customer marketing in new territories – Elizabeth Fagan, International marketing director at Walgreens Boots Alliance.
Boots first opened in Nottingham 165 years ago as a pharmacy led business with the vision ‘Affordable healthcare to the masses’ . Walgreens and Alliance shared this same ambition which is why the 3 brands work so well together. The shared mission: Champion everyone’s right to feel good.It’s very important to have a deep understanding of brand and to maintain the brand value, equity and integrity. Tailoring these in a locally, sympathetic way is key to success, not localisation at the expense of the brandAccessibility, proven new solutions, inspiring, dynamic and active care are their shared values.
Key international learning’s:
- It is the essence about the brand (the look and feel of the stores), that you take into each market and bring to life for the people in that market.
- It is the experience in each store, not the logo and facia, that is important.
- Boots have not rebranded their stores in all territories but they do aim to make sure their customers fall in love with the brand and that they become first choice in all markets in which they operate.
The key is identifying what is a truly global trend and what is just local.
No7 is now a global brand. UK ads were deemed by local marketeers not to work in other territories but on testing the results they proved very positive.
Our goal is to have the right customer strategy for each market, while maintaining the strength of the international brand strategy.
Boots are not rushing to do online in all markets but are rushing to do social media in order to build our brand presence
Foreign markets liked the UK accent and embraced the Britishness of the brand.
Christine de Largy, Managing Director of Impact Executives, experts in interim management, is passionate about the digital transformation of consumer businesses. She hosts a retail forum to facilitate debate around the issues retail businesses today face and also sits on the management and advisory boards of IORMA, the International Omni-channel Retail Markets Association.
About Impact Executives Ltd Impact Executives is a leading interim management provider to organisations of every size in the UK and globally. Originally formed as a specialist practice within PA Consulting Group, over the past 25 years Impact Executives has helped over 2000 companies, including more than two-thirds of the FTSE 250 – find the very best executive interim management talent.
Clients choose to work in partnership with Impact Executives because of our proven ability to offer client’s immediate solutions to improve their organisation’s performance through identifying skills-gaps, business process reengineering (BPR), turnaround, restructure and growth.
With offices covering the UK, the Nordics, Europe, Asia Pacific and North America, Impact Executives is part of the global recruitment specialist Harvey Nash Group plc. Over the past 20 years we have given clients and interim managers the confidence that we have the resources, expertise and focus to deliver results – fast.
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