Czech & Speake multi market strategy
This quiet English brand has a global presence but remains a London based family owned business, driven by its original founder and creative heart Frank Sawkins.
Expanding presence outside of the UK was always part of the plan. The implementation online from a Google shopping perspective is one that must be carefully thought of, given the restrictions, limitations and challenges that come with global Google shopping campaigns.
For maximum coverage and impressions, Czech & Speake had to develop a US based site, selling products in dollars. Naturally, if you imagine yourself as a US customer, would you purchase from a site that appeared in dollars, euros or pounds? Anything other than your local currency immediately causes doubt about delivery times, possible additional charges, and ability to seek a refund. Therefore, ensuring the site was suited for the local demands of the US customer was essential in maximising not just the impressions that Google would make available on the search results pages, but also for customer conversion rate.
Google does give the option to take a UK site, and convert the pricing in dollars, however, with the ever-changing conversion rate, displaying price as $99 looks more in line with what users would expect from a luxury brand as opposed to for example $98.29 which is what the conversion may appear as. The impressions also get limited and campaign learnings are reduced.
ShoppingIQ technology made the multinational strategy easy to implement. Product data would get automatically updated across the different country feeds and there was no need to manually optimise and apply learnings to each feed individually. This saved time, improved time to get to market and improved the speed of optimisatons across different markets. However, the application of specific insights and optimsations per market was also implemented, making the approach flexible and bespoke.
Overall, the following benefits were observed
- Automation of product updates
- Product attributes updated and optimised across multi markets in on go
- Missing attributes were populated to improve feed quality
- Local insights were collected which were used to improve local campaign performance by 26%