The ‘Go Global. Think Local.’ seminar was organized by SmartOSC, dotmailer and Shopify Plus and held at the beautiful Excelsior hotel in Hong Kong. Over 50 attendees, including leading brands such as Philip Morris and suchprice, as well as young upcoming ones like Heartisans and Tree.com.hk, came together to discuss how they can scale their business while still building personal experiences and services for customers in each local market.
With the explosion of ecommerce and online shopping, the integration of ecommerce into traditional sales channels has not only become an important strategy for companies looking to gain an advantage, but is now vital to their survival in today’s globalised world. Key speakers from SmartOSC, dotmailer, Shopify Plus and Lumos gave their perspective on the growing trend of cross-border ecommerce.
Going Global by Testing Your Strategy
Duong Bui, Account Director, SmartOSC
SmartOSC emphasized the importance of testing and optimization strategies for ensuring the best returns. Describing the intricacies of A/B testing, they explain how ecommerce businesses can best optimize their website for their customers, placing them at the heart of the experience.
“Testing is a long-term evolutionary process and the companies that have had the most success in testing do it year in and year out.”
Why Rely on Three R’s When You Can Have Four? – Right Message, Right Person, Right Time, Right Channel
Tink Taylor, Founder & President, dotmailer
In this session Tink Taylor walked through the ongoing changes in consumer attitudes and how context is becoming ever more important, which makes this fourth "R" critical in delivering truly human conversations at scale. By pulling examples from dotmailer's Hitting the Mark research, delegates walked away not only with the data needed to justify this approach to management but a clear understanding of how to start executing straight away.
How to Scale Your Ecommerce Business Internationally
Leo Park, Enterprise Ecommerce Consultant, Shopify Plus and Jeff Chen, Founder, Lumos
Shopify Plus chose the theme of regionalization and channel strategy for their presentation. Using case studies of successful brands using the Shopify Plus platform, they were able to provide insight and perspective into successful internationalization strategies that made them ready for the new markets.
Born from Kickstarter, Lumos offers a unique perspective into ecommerce. They concentrated on how they successfully launched and scaled their business across multiple markets using the Shopify platform.