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~ eShopWorld ~

e-commerce, it means we always aim to provide an outstand- Besides focusing on local payment methods, L.K.Bennett
ing shopping experience for all of our global customers. It is also noticed that cross-border customers often were unaware
important to provide this experience to the customer at every of taxes and duties that applied to their purchases. Therefore,
touch point, meaning not only in our standalone website, the fashion brand wanted to improve on this service too. That
but by building a better omnichannel experience online and way, the brand could ensure its customers were more confi-
across our store estate. We do this by collecting and analysing dent in the service they provide. “We truly desire to comply
data to better understand our customers.” with the ethos, ‘Thinking global but acting local’,” explains
Broomfield.
The luxury brand is expanding globally, which is why inter-
nationalisation is an important subject on the L.K.Bennett An international future
agenda. “Cross-border trade is one of our key projects this L.K.Bennett has a strong, international social presence, which
year. We try to build our brand with a global mindset, which it tries to maximise by offering more local oriented services.
means we offer slightly different features for customers in “eShopWorld helps us with more than just offering local
different countries. We are developing a multi-currency shop- payment solutions. We have carefully selected them as our
ping experience for our global audience. This way, they can internationalisation partner for our e-commerce platform,”
easily shop at our website while using their local currency and explains Broomfield, adding: “Another key area in which they
local payment options,” highlights Broomfield. help us is the improvement of our international returns. We
do this by using their returns portal and local hubs, which
A local experience at a global brand makes it possible for our international customers to return
The international expansion of L.K.Bennett is an ongoing their purchase on a local level.” These kinds of solutions fall
project. The fashion brand currently has stores in more than in line with the core values of the brand. L.K. Bennett prides
ten countries, while it delivers globally to over 25 countries. itself in offering authentic design, exceptional quality and ser-
To provide an optimised personal, localised experience re- vices convenient for every customer as possible. “Doing that
quires changes. “We have seen a huge increase in traffic from for all our customers around the world is a challenge. With
customers outside of the United Kingdom. Until recently, our our current international strategy, though, we allow ourselves
international customers have been shopping in GBP on our to confidently deliver worldwide.”
British website, as we only were able to offer limited payment
options,” tells Broomfield, continuing, “It is a poor customer In five years, Broomfield hopes the luxury brand will have de-
experience and something we noticed in our conversion rate. veloped itself greatly. “It would be great to have at least 200+
Ratings from international shoppers were significantly lower, a countries live through the eShopWorld platform and be truly
clear example that international customers prefer to pay using available all around the globe. Another interesting project will
their local payment methods instead of paying in GBP with be to utilise digital across the estate, from personal styling in
standardised payment options like Visa, Mastercard, Amex and stores to concierge services at home,” he highlights, empha-
PayPal. The aforementioned solution - offering local payment sising the importance to constantly listen to the customer’s
methods to every customer - is something we are realising with wants and needs. “It is always necessary to be aware and to
eShopWorld. We are very excited about this partnership as it adapt to their ever-changing behaviours.” ••
allows us to improve on our global presence and experience.”

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