Responsive International Shopping
When designing your online shopping experience, consider what platform your intended audience will use for purchases. In the U.S. and Europe, most consumers still use the desktop, with only 30% of U.S. e-commerce sales coming from mobile devices.
However, within the U.S. there are large demographic differences. Surveys show that hispanics in the U.S. tend to shop far more on their mobile devices then other demographic groups, so if your products or services target that market, you should spend extra effort testing the user experience on a small phone with relatively slow speeds.
Keep in mind when planning for 2016 that mobile growth rates vary tremendously from country to country, and just like in the U.S. there will be pockets of consumers who have different shopping habits. So, when you localize the shopping experience for each market, do your homework and optimize for the type of buyer, the download speed, and the likely device. And don't forget to check our blog from November 3rd for advice on big shopping holidays around the world.
Considering going global or expanding your global operations?
The U.S. government lists the top 15 countries for exports of goods.1 Canada tops the list, followed by Mexico and China.
Current retail numbers show a likely softening of the U.S. market, so you'll want to pull out all the stops next year. This means localizing for niche markets within the U.S., and creating marketing campaigns for each local market outside the U.S. Tailor your message, translate product manuals and packaging, carefully consider color choices for websites and product packaging, and staff up so that you can answer customer questions in multiple languages. The more effort you make to reach out to customers in their own languages, the more likely your sales will take off.
You may even need to do some language adjustment for English speaking countries. Some terms that you use might come across properly. For example, did you know that if you tell a group of U.K. business people that you want to table a matter, they'll think that means you want to discuss it right then? Be sure that the words you use mean the same thing overseas. And, as always, avoid translating humor. Either re-write it to suit the local market or leave it out altogether.
Start your globalization process by researching potential markets; just 15 countries account for nearly 75% of all U.S. exports.
In order, they are:
Localize For the Domestic Market
Most of our large cities have pockets of immigrants where English is rarely heard and local newspapers circulate in foreign languages. Increase your market penetration by advertising in the local language papers; translate your tv ads and your social media posts. And don't limit yourself to the hispanic population, many cities have large groups of Chinese, Tagalog, French, Vietnamese, Russian, and Arabic speakers as well.
Tis the season to send out mass emails to customers and prospects hoping to cash in on the holiday spending spirit. If your business is global, you need to give a little extra thought to your holiday missives. It may be fun to send a Thanksgiving greeting to your U.S. customers, but your European clients won't be celebrating the day and your message will fall flat. Likewise trying to woo your Asian customers with Christmas deals may not be the best strategy, but many overseas cultures do make a big deal out of New Year's.
Your best option is to put together a calendar of your major markets and their holidays. What should be on it?
Singles Day, November 11.
A new holiday, begun in 1993, it is now one of China's largest shopping days, far eclipsing sales for U.S. holidays. Alibaba, the online Chinese retailer, pounced on Singles Day, and in 2012 doubled the revenue U.S. companies grossed from Cyber Monday. In 2013, Alibaba racked up $2 billion in sales in the first hour of the day. With that success, it's no wonder that Alibaba is hoping to export the holiday to the U.S. and Europe.
China, Vietnam, Korea:
Lunar New Year and National Day holidays, late January to February. Because this is a lunar calendar festival the dates move every year within this range.
This is one of the largest shopping holidays for these countries. People buy clothing, food, and luxury items to give as gifts. In 2015, Chinese tourists to the U.K. spent an average of $1,100 per person on new year's gifts. In Vietnam, sales increase up to 50% just prior to the new year's celebrations. Keep in mind that many stores close for the holidays themselves, and most of the shopping happens in the days and weeks leading up to the big celebrations. If you are a B2C company, you won't want to miss out on this holiday.
India's largest shopping holiday is Diwali. Another lunar calendar event, it can fall in October or November.
Jewelry and cars are especially popular holiday gifts, as it is believed that buying expensive items can bring good luck. Some malls report a 20% increase in traffic during the holiday, with customers often spending most of a month's salary on gifts.
While the U.K. does participate in Cyber Monday, their other big shopping day is boxing day, the day after Christmas. In 2014 they spent £2.7 billion that day alone.
In 2014, January 7th was the highest grossing shopping day of the year, with more than double the average day's sales. France was the only European country to have its best shopping day after the holiday season.
November 18th, El Buen Fin or the anniversary of Mexico's 1920 revolution is a major shopping extravaganza. A four day event, in 2014 it grossed $14 billion.
This list of holidays should get you started on thinking about when your customers will be walking the malls and surfing the net for the best deals. Personalize your email and social media campaigns and tailor them to each market, and you'll have a happier and successful holiday season.