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~ Meller ~

encers that are very high-profile. Influencers whose engage- difficult. For example, selling in Mexico is not the same as
ment with our brand, as well as their community, is very high. selling in European countries at all. The competition is differ-
Side activities include some minor investments in traditional ent, as is consumer behavior. In Europe, consumers are look-
online marketing like Google AdWords.’ ing for new, fashionable brands. In Mexico, consumers are far
more traditional, interested in much more settled, well-known
Do you sell other brands. That is only
products besides one of the few brands
watches and sun- they show inter-
glasses? “ WE WORK WITH AN est in. Successfully
‘We are working on entering the Mexican
INTERNATIONAL TEAM,
launching a new jewelry market requires a
category at the moment. very different kind
It is not branded under of thinking. I believe
SO WE DO NOT FOCUS ON
the name Meller, though. that it is useful for
We named it Nalya.’ every company to
have a local contact
these products differs. It JUST PROVIDING SPANISH to create a local touch
Why?
when entering a new
‘The target audience for
market.’
has a different represen-
tation compared to our OR ENGLISH CUSTOMER What about sales
sunglasses and watches. channels? Besides
Therefore, we concluded social media and
the project should have its SERVICE. ” offline, are you us-
own image and own name. ing other channels
Nalya is what this elegant on which to sell?
line became.’ ‘We have our website
of course. We also sell our products to Amazon, and in turn
Will you be adding other products to your web shop Amazon sells the products to their customers. We are consid-
as well? ering other social channels like Pinterest but have no specific
‘It is not likely in the coming months. We considered selling plans at the moment.’
backpacks, as we saw competitors launch backpack lines a
while ago. Right now, though, we are focussed on nurtur- How does the delivery take place once a sale is gener-
ing our brand, launching the jewelry line and increasing the ated?
lifetime value for our customers.’ ‘Every order is shipped from our partner warehouse in Ma-
drid, Spain. It is very easy and scalable for us to do. Our small
Which are Meller’s most important markets? items lend themselves well to ship from one location only.
‘Spain and Germany are definitely number one and two. They However, it might change in the future.’ ••
are followed by the United Kingdom, although we have to see
how Brexit will affect our business here. France and Italy are
major markets for us as well.’

How do you deal with customer service?
‘We have a person in customer support for the aforemen-
tioned markets. We work with an international team, so we
do not focus on just providing Spanish or English customer
service. Currently we can provide service for people from dif-
ferent countries and we provide our website in five languages:
Spanish, German, English, Italian and French.’

What is the biggest challenge when selling in other
countries?
‘There are a lot of things that can make or break your success
when it comes to cross-border e-commerce. Within Europe,
there are a lot of differences and a lot of similarities. When
you take going cross-border a step further, it becomes more

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