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~ ESW ~

local customer’s decision to buy, brands need to create 3. Local payment acceptance and fraud management.
experiences that are on par with what they expect. Elements 4. An effective returns solution, including fast
in this localisation include refunds, paves the road to
“RETAILERS IN COST-SAVING
language and cultural repeat purchases.
factors such as image 5. Localised fulfilment
MODE CAN STILL MANAGE A
preferences, shopping because fast, tracked
seasons and sizing. delivery is a known
VERY EFFICIENT CHANNEL BY conversion driver.
Ensuring a great
ENSURING THEY ARE DELIVERING
experience in each
territory depends not just Given the costs of
THE BEST-IN-BREED CUSTOMER
on localised currency, managing diverse cohorts
payments and deliveries of international audiences
but on things that are EXPERIENCE” and fixing so many pain
often considered an points internally, trying
afterthought—address to expand cross-border
validation, localised payment options, and an effective without a partner is very difficult or even impossible. To
returns proposition that allows for a quick refund—they capitalise, it remains critical that retailers and brands do
all make a huge difference with consumers whose high not try to do everything themselves but work with partners
expectations of domestic commerce are no lower for that have the resources and expertise to make transactions
international. optimal for them and their customers.

What this means behind the scenes is customer service Using an integrated suite of DTC localisation, conversion
directors get all the pain from where my order is or where’s optimisation, omnichannel and logistics features, brands can
my refund queries, which account for a high proportion of a remove friction across the e-commerce value chain, from
retailer’s inbound customer calls’—and consequently costs. purchasing through order and delivery to post-purchase.
Shoppers can engage and transact with their favourite
And here is the solution; retailers in cost-saving mode can brands, regardless of where they live, enjoying a familiar,
still manage a very efficient channel by ensuring they are domestic equivalent experience. ••
delivering the best-in-breed customer experience. Here are
just some of the often-overlooked basics that, if not done
correctly, will mean your cross-border channel won’t be
profitable:

1. Duties and taxes – Landed pricing is key to ensure
no nasty surprises that erode customer loyalty.
2. Address validation – To rule out misdirected parcels
and ensure you deliver on the most critical part
of your brand promise—getting the product into
customers’ hands.

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