As you consider success measurements and marketing tactics remember that execu- tion is more than just the Marketing team. Include an enterprise-wide team of people in the planning process. Use one planning document for each channel (e.g., store, Web, catalog, PR, and any other communication channel involved). Maintain a continuous flow of information and education to the greater group to help engage the enterprise.
While your systems may not be find tuned for your market expansion, capture as many of the metrics that you’re able to given the new environment, but allow for some creativ- ity in how that is undertaken. Capture cross-functional goals and expectations, then test, measure, refine, and test again.
Encourage creativity and set aside 10%–20% of your budget for testing. Make it the culture of your team to ask for a budget to try new things. Bring innovation into your regular marketing meetings. Watch industry trends and new media ideas. Celebrate successes and learn from failures. Never stop trying new ideas using Canada as a small testing ground that may benefit the organization globally.
Strategy: The marketing strategy that is employed for your Canadian launch will determine your success and the speed with which that success is attained. As noted, the Canadian e-commerce market differs from the U.S., and thus a studied approach to the type of marketing efforts expended could mean the difference between success and failure.
Financial: Being aware of the differences in the Canadian e-commerce marketplace will provide your team with the knowledge that is required to determine the financial commitment to attain the desired goals. Failing to conduct your “due diligence” as you would for any new venture could hamper your efforts and potentially result in unmet expectations.
Customer: For the consumer, the implications can be significant. If they feel they are receiving a subpar online experience, they will find another retailer who will provide them with the experience they have come to expect.
Visa e-commerce cross-border handbook for U.S. retailers
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