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1 Love Is Blind S8: Pods & Sober High Thoughts w/ Courtney Revolution & Meg 1:06:00
EP243: Breville & Sage Appliances DTC Manager Myles Sullivan on International Strategy, Tech Stack & Resourcing
Manage episode 425923647 series 2581854
FOLLOW US:
LinkedIn: https://www.linkedin.com/company/inside-commerce/
ABOUT THIS EPISODE:
International expansion is front of mind for many ecommerce teams in 2024. In this episode we delve into the complexities of managing a global ecommerce strategy with the DTC Ecommerce Manager at BRG Group brands, which include Breville and Sage Appliances. Myles shares his experience and insights on navigating the intricacies of maintaining multiple websites across 17 countries, including multiple languages.
The conversation starts with the international setup and tech stack, and then covers the fundamental need for localisation of website content and the shopping experience. Myles explains that localising content is not just about translating text; it's about adapting the user experience to resonate with local cultures, preferences, and behaviours. This involves modifying product descriptions, adjusting imagery, and tailoring marketing messages to align with the expectations and norms of each region. Myles also highlights that true localisation requires a deep understanding of the local market, which often means collaborating closely with local teams or hiring native speakers.
Another key aspect discussed is the importance of standardising the technology stack via central ownership. Myles explains that having a unified platform and centralised control helps ensure consistency, efficiency, and scalability. By standardising on a single ecommerce platform, the brand can streamline operations, manage updates more effectively, and reduce the complexity of maintaining different systems. Central ownership also facilitates better data integration, allowing for more comprehensive analytics and insights across all markets.
However, with centralisation comes the challenge of maintaining a consistently high level of customer service across global teams. Myles candidly discusses the difficulties in achieving uniformity in customer service standards when dealing with diverse teams spread across various time zones and cultural backgrounds. Additionally, leveraging technology such as AI-driven customer service tools can help provide immediate and consistent support, bridging the gap between different regions.
Throughout the podcast, Myles' insights provide a valuable roadmap for any ecommerce manager looking to navigate the complexities of a global ecommerce strategy, balancing localisation, technological standardisation, and exceptional customer service.
Make sure you’re following Inside Commerce on LinkedIn and have subscribed to the Inside Commerce newsletter.
279 Episoden
EP243: Breville & Sage Appliances DTC Manager Myles Sullivan on International Strategy, Tech Stack & Resourcing
Inside Commerce: Ecommerce Strategy, CX and Technology Podcast
Manage episode 425923647 series 2581854
FOLLOW US:
LinkedIn: https://www.linkedin.com/company/inside-commerce/
ABOUT THIS EPISODE:
International expansion is front of mind for many ecommerce teams in 2024. In this episode we delve into the complexities of managing a global ecommerce strategy with the DTC Ecommerce Manager at BRG Group brands, which include Breville and Sage Appliances. Myles shares his experience and insights on navigating the intricacies of maintaining multiple websites across 17 countries, including multiple languages.
The conversation starts with the international setup and tech stack, and then covers the fundamental need for localisation of website content and the shopping experience. Myles explains that localising content is not just about translating text; it's about adapting the user experience to resonate with local cultures, preferences, and behaviours. This involves modifying product descriptions, adjusting imagery, and tailoring marketing messages to align with the expectations and norms of each region. Myles also highlights that true localisation requires a deep understanding of the local market, which often means collaborating closely with local teams or hiring native speakers.
Another key aspect discussed is the importance of standardising the technology stack via central ownership. Myles explains that having a unified platform and centralised control helps ensure consistency, efficiency, and scalability. By standardising on a single ecommerce platform, the brand can streamline operations, manage updates more effectively, and reduce the complexity of maintaining different systems. Central ownership also facilitates better data integration, allowing for more comprehensive analytics and insights across all markets.
However, with centralisation comes the challenge of maintaining a consistently high level of customer service across global teams. Myles candidly discusses the difficulties in achieving uniformity in customer service standards when dealing with diverse teams spread across various time zones and cultural backgrounds. Additionally, leveraging technology such as AI-driven customer service tools can help provide immediate and consistent support, bridging the gap between different regions.
Throughout the podcast, Myles' insights provide a valuable roadmap for any ecommerce manager looking to navigate the complexities of a global ecommerce strategy, balancing localisation, technological standardisation, and exceptional customer service.
Make sure you’re following Inside Commerce on LinkedIn and have subscribed to the Inside Commerce newsletter.
279 Episoden
Alle Folgen
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1 EP278: Optimising Ecommerce Returns & Exchanges, with Oh Polly Customer Journey Manager Emily Mcmorran & Loop's Senior Product Manager Samir Kamnani 45:44
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1 EP277: Founder Interview > How Order Editing Is Transforming Post Purchase CX, Improving Returns & Reducing Customer Support Tickets 53:28
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1 EP276: From Monolith To Composable: SportsShoes CTO On Delivering Digital Transformation & Managing Operational Change At Scale 52:21
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1 EP275: The Current State of AI in Ecommerce And Where We’re Headed With Visual Content Generation for Brands 42:02
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1 EP274: Ecommerce Vendor Strategy Update: Leadership Interviews With BigCommerce, Shopify, Centra, Commerce Layer, Scayle, Remarkable & Shopline 1:54:39
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1 EP273: Look Fabulous Forever MD On Building True Customer Loyalty Through Brand, Product Expertise & Excellent Customer Service 52:31
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1 EP272: The Evolution of Ecommerce Replatforming - Insights & Advice Based On Project Experience 38:40
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1 EP271: Economic Factors Impacting Ecommerce in 2025 + 6 Key Trends Ecommerce Teams Should Be Thinking About 45:14
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1 EP269: Delivering One Of The Industry's Biggest SaaS Migrations With More Than 1 Million Products, with World Books Product Director 50:33
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1 EP268: Unified Commerce: What Does It Really Mean? Unpicking The Latest Ecommerce Buzzword To Focus On What Matters To Ecommerce Businesses 37:01
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1 EP267: Re-engineering Pangaia’s Shopify Storefront to Increase Operational Efficiency, with Commerce UI CTO Michal Klim 44:33
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1 EP265: Delivering A Smarter CX: Integrating AI Chatbots Into Onsite User Journeys To Improve Product Discovery, with Asklo 41:53
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1 EP264: What Should Ecommerce Brands Be Reporting On, And Why, With OmniCommerce's Consulting Director Joe Fletcher 41:18
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1 EP263: Common Issues with ERPs: How They Hamper Ecommerce Teams & What To Do About Them, With Luke Hodgson 45:41
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1 EP262: Should You Invest In Your Technology Stack or Expect To Reduce Your TCO When Replatforming? 32:58
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1 EP261: The Future Of B2C Ecommerce Platforms: Why Vendors Need To Think Seriously About Niche & Vertical Specific Solutions 38:56
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1 EP260: Smythson's Digital Director On What CX and Personalisation Mean To A Heritage Luxury Brand 41:10
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1 EP259: Luca Faloni's Head of Growth On The Pivot From Shopify To Centra To Support International Ecommerce Expansion 32:57
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1 EP258: Justifying The Investment in Design & Creative For Ecommerce Brands, with Grebban's Founder Anton Johannson 45:12
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1 EP257: Cracking The Flexible Working Conundrum - Digital Leaders on Balancing Employee & Company Needs 53:59
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1 EP256: The Future of Your Ecommerce Returns Strategy - Understanding The Pivot To Paid Returns & Fair Usage 42:05
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1 EP255: 14 Examples of Ecommerce Brands Thinking Differently to Improve The Online Shopping Experience 34:43
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1 EP254: What BigCommerce's Latest Product Features Mean For Merchants, with VP Product Management Jordan Sim & Codal's Director of Strategy, Joe Comins 46:18
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1 EP252: Wild Nutrition's Head of Ecommerce Roshni Patel On Strategy Shift, Personalisation & How to Turn Customers Into Subscribers 43:49
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1 EP251: Predicting User Intent Is The Key To Ecommerce Personalisation - Made With Intent Helps You Unlock Its Secrets 36:03
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1 EP250: The Importance of Direct Mail In Ecommerce - Insights, Impact & Good Practice, with Fractional CMO Anna Wilson 36:26
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1 EP249: How To Build An Experimentation Culture In Ecommerce, With Trainline's Experimentation Lead Hannah Tickle 43:50
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