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~ We Are Pentagon ~

an Cartner started his career at SportsShoes over What do you consider to be the secret weapon when it
ten years ago, learning the business from the comes to successfully selling cross-border?
D bottom up. “From a customer service executive, “There is no secret weapon; unfortunately, the only advice
I moved into a marketing role, gaining CIM and IDM I would give is to make sure you are putting your resources
accreditation while immersing myself in the world of in the right areas. Your very first step should be to get your
e-commerce. Now the Senior Marketing and E-commerce translations, pricing and fulfilment strategy watertight
Manager at SportsShoes.com, I am responsible for before you start to increase investment into acquisition
overseeing the company’s marketing approach and channels.”
directing its online growth strategy,” says Dan.
Currently, there are a lot of upcoming trends within
SportShoes’ reason for being is to help its customers live the cross-border and e-commerce industry. What
a healthier and more active lifestyle through running and trends do you think will take the spotlight in the
fitness, and this common thread runs throughout the coming year(s)?
company’s growth strategy. “Our number one priority “The number one thing that we see taking the spotlight is an
is to deliver a best-in-class customer experience that emphasis on securing positive reviews, both for products and
connects with consumers beyond a transactional purchase. service. The data tells us that consumers rank peer reviews
Alongside award-winning customer service and an highly and having poor service reviews or a small number of
unrivalled product range, our focus on delivering content product reviews will increasingly affect conversion rates over
that inspires, informs and educates the consumer places the coming years.”
us at the forefront of the running and fitness community
- with a voice that matters. Our award-winning customer “Reviews are even more important overseas than in the UK,
service and unrivalled product range, combined with our as it is a bigger leap for a consumer to purchase from a UK
highly experienced, dynamic operations and logistics seller when a local, reputable business offers the same product
teams, have allowed us to react and adapt with agility and or service.”
speed to rapidly changing market forces and to continue to
anticipate and deliver our services in accordance with the Why do you think these trends will take the spotlight?
needs of our customers and the premium service they have “I think as more brands begin to enter cross-border markets,
Text: Nico Hoeijmans // Photos: Dagmar Sporck, Drestige
come to expect.” they will become more aware of the importance placed on
reviews. Entering a new market is difficult when a brand is
Can you tell us about the importance of selling cross- not as well-known as it is in the UK, but reviews go a long
border within your company? way in building trust in that market,” Dan explains.
“Cross-border trade is a strategic pillar of our business and
a pivotal part of our growth strategy to become Europe’s You have been selected as a winner of one of
leading online running retailer. Selling cross-border opens the Cross-Border Magazine Awards of 2020 for
up new destinations and new consumers to the brand, all outstanding performance in the Marketplace
with the common goal of wanting to get fit.” Category. Can you tell us how We Are Pentagon has
helped you to accomplish this?
What are the biggest challenges when it comes to “Fantastic! I’m so pleased that we can add this award to our
selling cross-border? long line of accolades. This would not be possible without
“Linguistics, logistics, product mix and payments methods our friends and partners over at We Are Pentagon. Having
are the biggest challenges of cross-border trade. Get it worked with Laurence Guy, CEO, for almost 10 years,
right, and you’re on for a profitable sale and a returning we’ve been able to test new marketplaces and really grow
customer, get it wrong and you’ve potentially lost a our cross-border business through marketplaces. We Are
customer for life. Thankfully, we have a team who are Pentagon offers the full package for those retailers that are
committed to delivering the same standards of exceptional looking to cross-border trade as a way to grow their business.
customer experience, regardless of location, language or From feed management, through to listing optimisation
border,” Dan explains. and customer service, We Are Pentagon can take those
potential pain points away for most businesses. They have
“The balance between attracting consumers, converting also most recently launched a fulfilment proposition overseas,
and then providing first-class customer service is a fine offering something that I haven’t yet seen from a marketplace
one, with competition in international waters being so management business.” ••
high, picking the right partners and strategy is key to
success,” he adds

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