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E-commerce has been the growth engine for retailers in mature markets. The idea of rolling out e-commerce to foreign countries also raised many operational unknowns: What kind of online presence should the retailer have globally? What were customers' online shopping expectations in each country? Where should the websites' management be located etc.. Cisco IBSG and the retailer worked on sizing the e-commerce opportunity for each country in which it had stores. To help the retailer operationalize the expansion, IBSG made recommendations regarding the location of e-commerce headcount and provided key success factors by retail function to successfully run and scale a global e-commerce business. IBSG took a deeper look at consumers and competitors in the retailer's top four markets to determine must-have capabilities.
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