How to Drive International Expansion Without Escalating Complexity

Customise or standardise? That’s perhaps the most important question a brand at the beginning of its international expansion has to answer.

Depending on who you ask, you will get very different answers. If you ask your brand and marketing management, they will vote for as much standardisation as possible. If you ask your sales force, the answer will be quite the opposite.

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Brand Sales and Distribution 2020: New Ways to Drive International Growth

Overall brand growth remains mostly dynamic in 2019. But as financial reports show, growth rates have decreased for many. Be it in the US or in Europe, especially domestic-bound retailers and brands stumble.

Global expansion in sales and distribution competence has become a lifesaving strategy feature, but allow me a personal question first:

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Special Edition: Omni Channel Retailing

Omni channel retailing has become the core strategy of the retail and brand industry, but it has equally become a marketing buzzword for many services that don’t merit the title.

Our omni channel retailing special edition separates buzzword from best practice strategies and shares some of the best omni channel retail across the industry with you. And as always on Brand Growth Inspiration, the contributions are written by experienced industry experts for excellent industry managers.

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Omnichannel Best Practice at Scale

How do you achieve loyalty card identification in 80% of all purchases and 2x higher spend of omnichannel versus retail only customers?

In this article we explore the ecosystem and customer journey touchpoints that enable Dutch grocer Albert Heijn to meet customer demand and drive omnichannel spend. With 1000 stores and >100k online orders per week, this is true omnichannel best practice at scale.

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Good Workmanship & Best Practice Management Are Key to Growth

The speed of global brand growth has been slowing down. While fast-movers pay a high price for restructuring, successful brands continue to grow with brand best practice management.

Whether Tommy Hilfiger wins over Zalando buyers with a digital showroom, Rapha thrives thanks to their tight-knit membership community, or Lululemon enters new markets on grassroots values – brand best practice management enables brands to outgrow competitors. (more…)

How Important is Diversity for Successful Retail?

Research shows that diversity and inclusion make businesses more successful. Diversity in retail matters across leadership, workforce, workplace culture, marketing as well as from a consumer perspective.

Study after study demonstrates how crucial diversity and inclusion practices are to a company’s success. This article examines what these insights mean when applied to the retail industry. (more…)