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Key Elements

Cross-border Emphasis Required

Same or different strategy to be employed Market Financial opportunity Brand awareness and strength Target consumer Competitive set Company’s internal capabilities Risk tolerance and investment horizon White-space opportunity

Is the web strategy focused on an “indepen- dent or integrated” model?

Market-entry approach

Checklist

As you develop your e-commerce strategy for the Canadian marketplace, a checklist of questions your company will need to ask to determine the appropriate strategy overall and the specific elements that will require greater emphasis from a cross-border perspective include the following:

Table 3.2: Key Elements and Cross-border Checklist

About the Author

Jim Okamura is a Senior Partner, managing the Chicago office for J.C. Williams Group. Jim has 15 years of consulting experience focused on the retail industry, including strategic planning, branding, consumer behavior and multi-channel project work. His work in multi-channel retail strategies has resulted in industry-leading thinking on retailer best practices.

Recent publications include Retail Details: Best Practices in Multi-channel Integration, The Shop.org Multi-Channel Retail Report, a groundbreaking study measuring the interaction of stores, online and catalog channels; and its predecessor, Channel Surfing: Measuring Multi-Channel Shopping.

Clients include: Border’s, E-mart/Shinsegae, Gap Inc. Lands’ End, Microsoft, Williams- Sonoma, Limited Brands, Levi Strauss, Timberland, Sears, DoubleClick, HMV, Lowe’s Companies, Mayors Jewelers, Crate and Barrel, Lenox, Royal Bank of Canada, BCE Emergis, GERS, Certegy, Loyalty One, Cadillac Fairview, VISA, Footlocker, Holt Renfrew, Harry Rosen, and RadioShack.

Jim is a frequent speaker on consumer, multi-channel, and retail trends at corporate planning sessions and public conferences, including the National Retail Federation (NRF), Shop.org, the Retail Institute of Scandinavia, the Retail Council of Canada, the Professional Market Research Society, the Canadian Marketing Association, DMA Catalog Conference, and The Real Estate Forum.

Visa e-commerce cross-border handbook for U.S. retailers

Copyright 2010 Visa. All rights reserved.

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