Electronic Retailer - June 2011 - 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



Electronic Retailer - June 2011

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 - Cover2
Electronic Retailer - June 2011 - 3
Electronic Retailer - June 2011 - Contents
Electronic Retailer - June 2011 - 5
Electronic Retailer - June 2011 - 6
Electronic Retailer - June 2011 - Calendar of Events
Electronic Retailer - June 2011 - Your Association, Your Bottom Line
Electronic Retailer - June 2011 - 9
Electronic Retailer - June 2011 - Industry Reports
Electronic Retailer - June 2011 - 11
Electronic Retailer - June 2011 - 12
Electronic Retailer - June 2011 - 13
Electronic Retailer - June 2011 - FTC Forum
Electronic Retailer - June 2011 - 15
Electronic Retailer - June 2011 - eMarketer Research
Electronic Retailer - June 2011 - 17
Electronic Retailer - June 2011 - IMS Retail Rankings
Electronic Retailer - June 2011 - 19
Electronic Retailer - June 2011 - Jordan Whitney’s Top Categories
Electronic Retailer - June 2011 - 21
Electronic Retailer - June 2011 - Lockard & Wechsler’s Clearance & Price Index
Electronic Retailer - June 2011 - 23
Electronic Retailer - June 2011 - Ask the Expert
Electronic Retailer - June 2011 - 25
Electronic Retailer - June 2011 - The Evolution of a Global Business
Electronic Retailer - June 2011 - 27
Electronic Retailer - June 2011 - 28
Electronic Retailer - June 2011 - 29
Electronic Retailer - June 2011 - 30
Electronic Retailer - June 2011 - 31
Electronic Retailer - June 2011 - UK Home Shopping Finds Its Niche
Electronic Retailer - June 2011 - 33
Electronic Retailer - June 2011 - 34
Electronic Retailer - June 2011 - 35
Electronic Retailer - June 2011 - Guest Viewpoint
Electronic Retailer - June 2011 - 37
Electronic Retailer - June 2011 - 38
Electronic Retailer - June 2011 - 39
Electronic Retailer - June 2011 - Brendan Condon Wants it All
Electronic Retailer - June 2011 - 41
Electronic Retailer - June 2011 - 42
Electronic Retailer - June 2011 - 43
Electronic Retailer - June 2011 - Managing an Order from Start to Finish
Electronic Retailer - June 2011 - 45
Electronic Retailer - June 2011 - 46
Electronic Retailer - June 2011 - 47
Electronic Retailer - June 2011 - 48
Electronic Retailer - June 2011 - Radio
Electronic Retailer - June 2011 - Legal
Electronic Retailer - June 2011 - 51
Electronic Retailer - June 2011 - Support Services
Electronic Retailer - June 2011 - 53
Electronic Retailer - June 2011 - Fulfillment
Electronic Retailer - June 2011 - 55
Electronic Retailer - June 2011 - Member Spotlight
Electronic Retailer - June 2011 - 57
Electronic Retailer - June 2011 - Advertiser Spotlight
Electronic Retailer - June 2011 - Advertiser Index
Electronic Retailer - June 2011 - Classifieds
Electronic Retailer - June 2011 - 61
Electronic Retailer - June 2011 - Rick Petry
Electronic Retailer - June 2011 - Cover3
Electronic Retailer - June 2011 - Cover4
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