One of the first decisions we made at Muroexe was to internationalize the brand from the first minute and try to achieve, in our modest possibilities, international markets.
Although the way to communicate and sell in countries where you are not physically present is not easy, thanks to e-commerce and social media a new world opens and allows you to start campaigns and start selling internationally. Today, our international sales involve 30% of total sales.
Here are our guidelines:
- Studying the target country. Obviously, we look at data and metrics that interest us, such as population, the percentage of penetration, e-commerce, brands or similar companies that already act there, etc. Additionally, we launch some digital test campaigns to see what costs / first reactions the country in question can give us. If it exceeds our minimum we continue to the following points.
- Choosing the product. Although all our products are available in all areas, we pay special attention to be well stocked and with enough quantity of products that best fit with an area when launching in it. For example, if we are focused on Northern European countries, we try to focus on winter products and raincoats, which are most consumed there.
- Analyzing operations and logistics. In our sector, it is essential to have logistics well studied, and not only for knowing the shipping price and quality of deliveries, but also for the reverse logistics (changes and returns associated with the purchase of footwear). We look for local partners that guarantee healthy deliveries, we add express delivery options and, when appropriate and volume of sales accompanies, we consider working with local stores.
- Adapting the website. Not only translating it but adapting language and local sensibilities and conditioning the messages for it.
- We transfer the experience, the after-sale service and customer loyalty. It is not enough to talk like them but to start offering a Muroexe experience in the local language. Customer Service, the process of changes and returns, communication with the local courier, newsletters, social media campaigns... everything aligned to offer the customer the feeling that we are there and are also based there.
- "People-focus". Native people oriented to the countries where we are acting in charge of setting up and executing the strategy in each area: they deal with translations, talking in social media, speak with local media and influencers. They chat with clients, resolve their doubts and care about their experiences in order to improve the Muroexe presence in the area.
- Glocal strategy. Think globally and act locally. We do not try to approach the entire countries of one: we look at the main cities and their areas of influence. It is like turning on "small fires" that little by little are igniting and setting fire to the area... We geolocate and coordinate the communication and digital marketing campaigns progressively by zones.
- Achieve prescription in the area. Alright, they know we exist but... then? Do not forget that the prescription is a very important element in sales-oriented marketing strategies. That's why we try to achieve a minimum of prescriptive items in the area where we start working: influencers that take us, localized and contextualized photos in their city, media in the area that talks about us, companies that dress us ... So we will not be completely unknown to them when we land :)
- Welcome strategy. Once we have everything underway and a first batch of prescriptive components in the area, we design campaigns with very local content, made specifically for people in the area. We make it easy to buy for the first time with a small discount, and we start to win the first customers. From here, each new customer will receive the same Muroexe experience as any customer from any country in which we are already more consolidated. Then it is only a matter of customer loyalty.
- P.A.T.I.E.N.C.E. These acronyms are really important. The sales are not immediate, digital campaigns are not the goose that lays the golden eggs, everything costs and you have to work hard and take it with patience. Getting to know what new markets awaken in interest, metrics, traffic, sales... takes time, work, effort. You have to draw a good strategy and give it time to cook great results.