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Paul Rogers and James Gurd, Paul Rogers, and James Gurd에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 Paul Rogers and James Gurd, Paul Rogers, and James Gurd 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.player.fm/legal.
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EP243: Breville & Sage Appliances DTC Manager Myles Sullivan on International Strategy, Tech Stack & Resourcing

33:30
 
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Manage episode 425923647 series 2581854
Paul Rogers and James Gurd, Paul Rogers, and James Gurd에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 Paul Rogers and James Gurd, Paul Rogers, and James Gurd 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.player.fm/legal.

FOLLOW US:

LinkedIn: https://www.linkedin.com/company/inside-commerce/

ABOUT THIS EPISODE:

International expansion is front of mind for many ecommerce teams in 2024. In this episode we delve into the complexities of managing a global ecommerce strategy with the DTC Ecommerce Manager at BRG Group brands, which include Breville and Sage Appliances. Myles shares his experience and insights on navigating the intricacies of maintaining multiple websites across 17 countries, including multiple languages.

The conversation starts with the international setup and tech stack, and then covers the fundamental need for localisation of website content and the shopping experience. Myles explains that localising content is not just about translating text; it's about adapting the user experience to resonate with local cultures, preferences, and behaviours. This involves modifying product descriptions, adjusting imagery, and tailoring marketing messages to align with the expectations and norms of each region. Myles also highlights that true localisation requires a deep understanding of the local market, which often means collaborating closely with local teams or hiring native speakers.

Another key aspect discussed is the importance of standardising the technology stack via central ownership. Myles explains that having a unified platform and centralised control helps ensure consistency, efficiency, and scalability. By standardising on a single ecommerce platform, the brand can streamline operations, manage updates more effectively, and reduce the complexity of maintaining different systems. Central ownership also facilitates better data integration, allowing for more comprehensive analytics and insights across all markets.

However, with centralisation comes the challenge of maintaining a consistently high level of customer service across global teams. Myles candidly discusses the difficulties in achieving uniformity in customer service standards when dealing with diverse teams spread across various time zones and cultural backgrounds. Additionally, leveraging technology such as AI-driven customer service tools can help provide immediate and consistent support, bridging the gap between different regions.

Throughout the podcast, Myles' insights provide a valuable roadmap for any ecommerce manager looking to navigate the complexities of a global ecommerce strategy, balancing localisation, technological standardisation, and exceptional customer service.

Make sure you’re following Inside Commerce on LinkedIn and have subscribed to the Inside Commerce newsletter.

  continue reading

273 에피소드

Artwork
icon공유
 
Manage episode 425923647 series 2581854
Paul Rogers and James Gurd, Paul Rogers, and James Gurd에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 Paul Rogers and James Gurd, Paul Rogers, and James Gurd 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.player.fm/legal.

FOLLOW US:

LinkedIn: https://www.linkedin.com/company/inside-commerce/

ABOUT THIS EPISODE:

International expansion is front of mind for many ecommerce teams in 2024. In this episode we delve into the complexities of managing a global ecommerce strategy with the DTC Ecommerce Manager at BRG Group brands, which include Breville and Sage Appliances. Myles shares his experience and insights on navigating the intricacies of maintaining multiple websites across 17 countries, including multiple languages.

The conversation starts with the international setup and tech stack, and then covers the fundamental need for localisation of website content and the shopping experience. Myles explains that localising content is not just about translating text; it's about adapting the user experience to resonate with local cultures, preferences, and behaviours. This involves modifying product descriptions, adjusting imagery, and tailoring marketing messages to align with the expectations and norms of each region. Myles also highlights that true localisation requires a deep understanding of the local market, which often means collaborating closely with local teams or hiring native speakers.

Another key aspect discussed is the importance of standardising the technology stack via central ownership. Myles explains that having a unified platform and centralised control helps ensure consistency, efficiency, and scalability. By standardising on a single ecommerce platform, the brand can streamline operations, manage updates more effectively, and reduce the complexity of maintaining different systems. Central ownership also facilitates better data integration, allowing for more comprehensive analytics and insights across all markets.

However, with centralisation comes the challenge of maintaining a consistently high level of customer service across global teams. Myles candidly discusses the difficulties in achieving uniformity in customer service standards when dealing with diverse teams spread across various time zones and cultural backgrounds. Additionally, leveraging technology such as AI-driven customer service tools can help provide immediate and consistent support, bridging the gap between different regions.

Throughout the podcast, Myles' insights provide a valuable roadmap for any ecommerce manager looking to navigate the complexities of a global ecommerce strategy, balancing localisation, technological standardisation, and exceptional customer service.

Make sure you’re following Inside Commerce on LinkedIn and have subscribed to the Inside Commerce newsletter.

  continue reading

273 에피소드

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