Cross-Atlantic Commerce
Hotel Café Royal, 68 Regent Street, London, W1B 4DY
London
Summary
Localising for North America
At our informative mini-conference focused on ‘Cross-Atlantic Commerce’ we heard from industry leaders as well as peers. The event was designed to re-visit the opportunities for UK and European brands & retailers in the vast North American market(s), remind everyone what truly effective optimisation for the U.S looks like, and leave all in attendance with a selection of solutions and ideas that will drive their online business forward in this key market.
Research has shown that almost half of retailers who are targeting or planning to target U.S shoppers with their existing UK website offering do so without any localisation. Out of these companies, another 35 per cent are currently targeting, or plan to target U.S shoppers through a dedicated U.S offering. Throughout this event we looked at how retailers are giving thought to their expansion tactics, and specifically addressing the challenge of optimising for this unique market – including the local competition offerings, taxes and payment issues.
Despite thinking that we “know” America – the small quirks and behavioural traits of North American consumers need to be recognised fully if the opportunity is to be truly maximised... We found out how others have tackled these issues as we heard our panellists and speakers talk about their own experiences.
- Localised payment methods, delivery options and transparent pricing
- Content, branding, and tweaks you can make to get a seamless international experience with/without a large investment
- U.S regulations and how this affects foreign merchants
- The BREXIT & Trump effect(s)
Gerald Maidment
Head of Business & Customer Development
PracticologyRead Full Bio →
Gerald is currently Head of Business and Customer Development for Practicology and he has been involved in setting up successful international projects for customers in the UK, US, Switzerland and Saudi Arabia for clients including American Eagle Outfitters and Ted Baker. He's worked with retailers in the US (when he was living in North America) and the UK for more than 20 years.
Practicology is a boutique omnichannel consultancy where all of the consultants have genuine retail experience in digital marketing, omnichannel and eCommerce roles. Practicology’s digital retail research and thought-leadership is delivered to conferences and events across the globe.
Simon Birkenhead
Managing Director of Europe
L2 Inc.Read Full Bio →
Simon Birkenhead is Managing Director of Europe at L2 Inc., the global authority amongst the world’s top brands on benchmarking digital performance. L2 was recently acquired by Gartner. Simon has been working in digital marketing for over 23 years, having held global business leadership roles at Google, 3M and Telefónica. Prior to joining L2 in January 2016 he was CEO of Axonix, a mobile advertising technology company. Simon has presented his digital marketing thought-leadership on stage at many marketing conferences, including Web Summit, Mobile World Congress, Ad:Tech and Festival of Media, and at numerous client events. He has an MBA from London Business School and an MA from the University of Cambridge.
AGENDA
We will be starting our mini-conference at Hotel Café Royal at 08:20.
Gerald Maidment
Head of Business & Customer Development
PracticologyRead Full Bio →
Gerald is currently Head of Business and Customer Development for Practicology and he has been involved in setting up successful international projects for customers in the UK, US, Switzerland and Saudi Arabia for clients including American Eagle Outfitters and Ted Baker. He's worked with retailers in the US (when he was living in North America) and the UK for more than 20 years.
Practicology is a boutique omnichannel consultancy where all of the consultants have genuine retail experience in digital marketing, omnichannel and eCommerce roles. Practicology’s digital retail research and thought-leadership is delivered to conferences and events across the globe.
Simon Birkenhead
Managing Director of Europe
L2 Inc.Read Full Bio →
Simon Birkenhead is Managing Director of Europe at L2 Inc., the global authority amongst the world’s top brands on benchmarking digital performance. L2 was recently acquired by Gartner. Simon has been working in digital marketing for over 23 years, having held global business leadership roles at Google, 3M and Telefónica. Prior to joining L2 in January 2016 he was CEO of Axonix, a mobile advertising technology company. Simon has presented his digital marketing thought-leadership on stage at many marketing conferences, including Web Summit, Mobile World Congress, Ad:Tech and Festival of Media, and at numerous client events. He has an MBA from London Business School and an MA from the University of Cambridge.
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