Page 3 - Cross-Border Magazine Nr.3

~ Welcome ~

FOREWORD

UNVEILING THE

FUTURE OF THE

RETAIL NATION

The connections,
technology and

education to drive

your multichannel

strategy forward.

Welcome to Today’s Cross-Border Shopper directly correlate with your business’ overall success.

f you are an avid reader of this magazine like me, you know It’s no coincidence that companies like Toms and Warby Parker
that the cross-border landscape is rapidly changing. It’s not – known for their innovative “buy one, give one” business models
Ienough to know that shoppers around the globe turn to cross- that have been widely recognized for creating value both com-
border for good deals and access to items not available in their own mercially and socially – found mass appeal just as the millennial
country - there are important nuances that smart merchants need generation joined the consumer class ranks.
to understand to best tap into this growing market. Our research
shows that to retain a current cross-border shopper, better pricing is Though they may sometimes be stereotyped as selfish and
FIND OUT key. But to motivate a shopper who may have never shopped cross- entitled, research shows that millennials are inclined to respond
MORE & border before, free shipping and a secure way to pay are paramount to purpose-driven business models – from both sides of the
in converting them. The takeaway? You need to know which type of
shopping cart. This aspirational, digitally-native generation is
REGISTER customer you are addressing to use the right tactics. wielding both their purchasing power (spending an estimated
$600 billion each year in the US alone) and entrepreneurial acu-
If you are looking for the customer most likely to shop cross- men to build a better world.
border: meet the “millennial”. While business and marketing
buzzwords come and go, “millennials” is not going away any time Understanding the key millennial shopping and buying behaviors
soon – for good reason. Brought up in the digital age, this gen- can accelerate a passion project into a global business. Expanding
eration is the most tech savvy, diverse and connected generation horizons and reaching out to a new audience will not only intro-
we’ve ever known, and they’re projected to spend more on online duce you to a new customer base, but will also open your sales to
commerce than any other customer demographic. new possibilities. Check out our article “Top 5 things millennials
look for when choosing to buy cross-border” in this issue for more
Simply put, almost any business that plans to not just survive tips on selling to this dynamic customer base.
Register free now at internetretailingexpo.com but thrive should consider millennials at every decision-making Happy selling!
juncture: from merchandizing your website and mobile opti-
mization to social media and marketing. Market research has Yours,
GOLD SPONSORS
posited that how effectively you sell to this customer base will Melissa O’Malley, Director, PayPal Global Initiatives

SUPPORTED BY
4 5