Electronic Retailer - June 2011 - (Page 55)

Remember that Europe is not one market. Different countries have their own cultural preferences, but you don’t have to reinvent the wheel. credit screening and debt management program. Open invoice can run more than 50 percent of orders depending on the product category and the consumer’s desire to try it before they buy it. • Returns Processing: It is expensive to ship individual packages across country borders when making a return. In Germany and Austria, the law requires that sellers pay for return shipping, with sellers in other countries having the option to have the consumer pay the return shipping or to create a generous returns policy as a marketing tool. For the seller, costs can be lowered by partnering with a fulfillment provider that has returns processing locations in each country that accepts consumer shipments and consolidates them for return to the main fulfillment center. In general, the expectations of consumers around returns and refunds are very different in Europe. For instance, one European company allows consumers to try on products such as shoes, and then keep the merchandise for 90 days before returning it for a full refund. However, there is an expectation that the merchandise be returned in salable condition. In addition, the processing of consumer credit begins when the return is processed at the local consolidation hub. Consumers typically see the credit back to their account within one to three days, which increases customer satisfaction. A Brave New World Remember that Europe is not one market. Different countries have their own cultural preferences, but you don’t have to reinvent the wheel. For brands that are considering venturing across the waters, it will be important to align yourself with resources that have expertise in doing business all over Europe. Look for a fulfillment and customer care provider that has an integrated network of fulfillment, returns processing and customer care facilities that address the need for localization. These resources can help craft your program so that it meets consumer expectations in terms of your messaging and offers. They also can help you navigate the sometimes muddy waters of VAT, payment processing and returns management to mitigate your risk and optimize your margin potential. While there are no guarantees, U.S. brands can clearly benefit from the experience of established vendor partners in this promising new market. Yolanda Coleman Kokayi is marketing manager for Innotrac. She can be reached at (678) 584-4096 or ykokayi@innotrac.com. Visit the Innotrac website at www.innotrac. com. 55 June 2011 | electronicRETAILER http://www.innotrac.com http://www.innotrac.com

Table of Contents for the Digital Edition of Electronic Retailer - June 2011

Electronic Retailer - June 2011
Contents
Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research
IMS Retail Rankings
Jordan Whitney’s Top Categories
Lockard & Wechsler’s Clearance & Price Index
Ask the Expert
The Evolution of a Global Business
UK Home Shopping Finds Its Niche
Guest Viewpoint
Brendan Condon Wants it All
Managing an Order from Start to Finish
Radio
Legal
Support Services
Fulfillment
Member Spotlight
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry

Electronic Retailer - June 2011

Electronic Retailer - June 2011 - Electronic Retailer - June 2011 (Page Cover1)
Electronic Retailer - June 2011 - Electronic Retailer - June 2011 (Page Cover2)
Electronic Retailer - June 2011 - Electronic Retailer - June 2011 (Page 3)
Electronic Retailer - June 2011 - Contents (Page 4)
Electronic Retailer - June 2011 - Contents (Page 5)
Electronic Retailer - June 2011 - Contents (Page 6)
Electronic Retailer - June 2011 - Calendar of Events (Page 7)
Electronic Retailer - June 2011 - Your Association, Your Bottom Line (Page 8)
Electronic Retailer - June 2011 - Your Association, Your Bottom Line (Page 9)
Electronic Retailer - June 2011 - Industry Reports (Page 10)
Electronic Retailer - June 2011 - Industry Reports (Page 11)
Electronic Retailer - June 2011 - Industry Reports (Page 12)
Electronic Retailer - June 2011 - Industry Reports (Page 13)
Electronic Retailer - June 2011 - FTC Forum (Page 14)
Electronic Retailer - June 2011 - FTC Forum (Page 15)
Electronic Retailer - June 2011 - eMarketer Research (Page 16)
Electronic Retailer - June 2011 - eMarketer Research (Page 17)
Electronic Retailer - June 2011 - IMS Retail Rankings (Page 18)
Electronic Retailer - June 2011 - IMS Retail Rankings (Page 19)
Electronic Retailer - June 2011 - Jordan Whitney’s Top Categories (Page 20)
Electronic Retailer - June 2011 - Jordan Whitney’s Top Categories (Page 21)
Electronic Retailer - June 2011 - Lockard & Wechsler’s Clearance & Price Index (Page 22)
Electronic Retailer - June 2011 - Lockard & Wechsler’s Clearance & Price Index (Page 23)
Electronic Retailer - June 2011 - Ask the Expert (Page 24)
Electronic Retailer - June 2011 - Ask the Expert (Page 25)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 26)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 27)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 28)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 29)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 30)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 31)
Electronic Retailer - June 2011 - UK Home Shopping Finds Its Niche (Page 32)
Electronic Retailer - June 2011 - UK Home Shopping Finds Its Niche (Page 33)
Electronic Retailer - June 2011 - UK Home Shopping Finds Its Niche (Page 34)
Electronic Retailer - June 2011 - UK Home Shopping Finds Its Niche (Page 35)
Electronic Retailer - June 2011 - Guest Viewpoint (Page 36)
Electronic Retailer - June 2011 - Guest Viewpoint (Page 37)
Electronic Retailer - June 2011 - Guest Viewpoint (Page 38)
Electronic Retailer - June 2011 - Guest Viewpoint (Page 39)
Electronic Retailer - June 2011 - Brendan Condon Wants it All (Page 40)
Electronic Retailer - June 2011 - Brendan Condon Wants it All (Page 41)
Electronic Retailer - June 2011 - Brendan Condon Wants it All (Page 42)
Electronic Retailer - June 2011 - Brendan Condon Wants it All (Page 43)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 44)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 45)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 46)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 47)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 48)
Electronic Retailer - June 2011 - Radio (Page 49)
Electronic Retailer - June 2011 - Legal (Page 50)
Electronic Retailer - June 2011 - Legal (Page 51)
Electronic Retailer - June 2011 - Support Services (Page 52)
Electronic Retailer - June 2011 - Support Services (Page 53)
Electronic Retailer - June 2011 - Fulfillment (Page 54)
Electronic Retailer - June 2011 - Fulfillment (Page 55)
Electronic Retailer - June 2011 - Member Spotlight (Page 56)
Electronic Retailer - June 2011 - Member Spotlight (Page 57)
Electronic Retailer - June 2011 - Advertiser Spotlight (Page 58)
Electronic Retailer - June 2011 - Advertiser Index (Page 59)
Electronic Retailer - June 2011 - Classifieds (Page 60)
Electronic Retailer - June 2011 - Classifieds (Page 61)
Electronic Retailer - June 2011 - Rick Petry (Page 62)
Electronic Retailer - June 2011 - Rick Petry (Page Cover3)
Electronic Retailer - June 2011 - Rick Petry (Page Cover4)
https://www.nxtbook.com/nxtbooks/naylor/ERAM1012
https://www.nxtbook.com/nxtbooks/naylor/ERAM0912
https://www.nxtbook.com/nxtbooks/naylor/ERAM0812
https://www.nxtbook.com/nxtbooks/naylor/ERAM0712
https://www.nxtbook.com/nxtbooks/naylor/ERAM0612
https://www.nxtbook.com/nxtbooks/naylor/ERAM0512
https://www.nxtbook.com/nxtbooks/naylor/ERAM0412
https://www.nxtbook.com/nxtbooks/naylor/ERAQ2412
https://www.nxtbook.com/nxtbooks/naylor/ERAM0312
https://www.nxtbook.com/nxtbooks/naylor/ERAM0212
https://www.nxtbook.com/nxtbooks/naylor/ERAQ2212
https://www.nxtbook.com/nxtbooks/naylor/ERAM0112
https://www.nxtbook.com/nxtbooks/naylor/ERAM1211
https://www.nxtbook.com/nxtbooks/naylor/ERAM1111
https://www.nxtbook.com/nxtbooks/naylor/ERAM1011
https://www.nxtbook.com/nxtbooks/naylor/ERAM0911
https://www.nxtbook.com/nxtbooks/naylor/ERAM0811
https://www.nxtbook.com/nxtbooks/naylor/ERAM0711
https://www.nxtbook.com/nxtbooks/naylor/ERAM0611
https://www.nxtbook.com/nxtbooks/naylor/ERAM0511
https://www.nxtbook.com/nxtbooks/naylor/ERAM0411
https://www.nxtbookmedia.com