Marquee Brands has successfully extended its ‘digital first’ approach to global markets, launching advanced localized webstores across three of the group’s key brands: BCBG, Motherhood and A Pea in the Pod. Marquee Brands’ President – Digital Ventures, Jonathan Greller and Global-e’s CEO North America, Matthew Merrilees, will discuss how customized strategies based on advanced big-data analysis and dynamic local-market pricing capabilities have allowed the brands to capitalize on increasing global demand to grow international online sales, while maintaining profit margins in line with their domestic performance. Jonathan and Matthew join Michael and Kent to tell us about themselves, answer our Two Starts, One Stop question, and give us a preview of what they will be sharing on the stage in NYC.
We welcome the GELF community back to the Global Stage as the GELF NYC ’21/CommerceNext In Real Life conference heads into Day 2. Our morning keynote tackles how multi-portfolio brands are investing in global DTC strategies in maturing and fast-growing international markets.
Marquee Brands has successfully extended its ‘digital first’ approach to global markets, launching advanced localized webstores across three of the group’s key brands: BCBG, Motherhood and A Pea in the Pod. Marquee Brands’ President – Digital Ventures, Jonathan Greller and Global-e’s CEO North America, Matthew Merrilees, will discuss how customized strategies based on advanced big-data analysis and dynamic local-market pricing capabilities have allowed the brands to capitalize on increasing global demand to grow international online sales, while maintaining profit margins in line with their domestic performance.
Jonathan and Matthew join Michael and Kent to tell us about themselves, answer our Two Starts, One Stop question, and give us a preview of what they will be sharing on the stage in NYC.
We look forward to getting the GELF community back together in real life after the long layoff since GELF LA 2020, which was our biggest and best West Coast gathering ever! GELF NYC 2021 will bring together leaders from retailers and brands selling direct-to-consumer. Top global consumer brands will join digital natives from the fashion and apparel world, health and beauty, consumer electronics and other leading retail verticals for two days of education, sharing and networking.
Digital commerce innovators, cross-border ecommerce experts and global ecommerce thought leaders will debate how the boom in ecommerce translates into international expansion as the retail world comes back online. Retailers and brands selling direct-to-consumer can register/apply for complimentary passes at https://commercenext.com/gelf/
If you liked this podcast you can follow us on Apple iTunes, Spotify, Amazon music podcast channel or your favourite podcast platform, please rate and review with a five star rating and be sure and recommend to a friend or colleague in the retail and cross-borders commerce industry.
I’m Michael LeBlanc, Founder and President of M.E. LeBlanc and Company Inc. and you can learn more about me on www.meleblanc.co, and you can learn more about the Global E-Commerce Leaders Forum and continue to keep up with the latest on cross-border commerce online at https://www.globalecommerceleadersforum.com/
Kent Allen
I help innovative digital companies tell their story and build relationships with prospective and established clients and partners. I've spent the last twenty years providing market analysis, research & thought leadership, market development and consulting services within the ecommerce technology and digital marketing community.
Current focus: Globalization via cross-border ecommerce, marketplaces and international retail expansion. Co-founded the Global eCommerce Leaders Forum to foster community among and provide education to digital professionals with international growth objectives.
My 20+ years of experience in the digital commerce and marketing industry and strong personal connections have provided me with opportunities to stay ahead of the curve and explore "what's next" for my clients and our audiences.
My research, content marketing & thought leadership skills coupled with my strong client interface skills allow me to define & execute next-generation marketing and commerce strategies & improve business performance.
Specialties/Skills: Market Research, Communications, Strategy, Planning, Best Practices, Trend, Data and Competitive Analysis, Public Speaking, Writing and Expression
Michael LeBlanc is the Founder & President of M.E. LeBlanc & Company Inc and a Senior Advisor to Retail Council of Canada as part of his advisory and consulting practice. He brings 25+ years of brand/retail/marketing & eCommerce leadership experience, and has been on the front lines of retail industry change for his entire career. Michael is the producer and host of a network of leading podcasts including Canada’s top retail industry podcast, The Voice of Retail, plus Global E-Commerce Tech Talks and The Food Professor with Dr. Sylvain Charlebois. You can learn more about Michael here or on LinkedIn.
Until next time, have a safe week!
Michael LeBlanc 00:04
All right, welcome back to Global E-Commerce Tech Talks podcast, Episode 20. I'm Michael LeBlanc.
Kent Allen 00:10
And I'm Kent Allen from the Global E-Commerce Leaders Forum, also known as GELF.
Michael LeBlanc 00:14
Alright, good welcome. We got a couple more episodes left in our kind of snack-size format, which is meant to be a tease or an introduction to the great upcoming GELF event Global E-Commerce Leaders Forum event happening at the the end of September. Now, of course, if you happen to be listening to this episode, after like October, and later, there's still great content in the episodes for sure. We kind of designed them that way. So, they kind of serve the best of both worlds. And I'm really, this is a great interview. I mean, the brands come out, the processes come out. And I think these two gentlemen are your day to keynotes, right, so, tell us about who we're going to hear from and what they're talking about.
Kent Allen 00:52
Yes, and thanks for the reminder. First off, we're going to be at the New York Sheraton Times Square, we'll kick things off on Tuesday, September 28th. And we'll go straight through till the end of the day, on Wednesday, September 29th. And yes, I'm glad you brought up the fact that if you're not listening to this until October, you'll be able to go to GlobalECommerceLeadersForum.com And we'll have all the sessions videotaped and available on-demand, kind of a smart thing we started doing thanks to
Michael LeBlanc 01:25
That's great.
Kent Allen 01:26
Some of the things that have been going on over the last year, year and a half or so. But yeah, no, we're actually really pleased to, kind of, kick-off day two with this by our side, we're kind of looking at what's called a database model and really kind of revisiting a topic that's kind of central to both days, which is how to drive international e-commerce growth profitably and how to help DTC brands do that. So, yeah, we're extremely pleased that we've got Jonathan from our key brands. He's joining Matthew from Global-e. And, you know, without much further ado, I think we'll just let the gentlemen start talking a little bit about how they're taking a digital-first approach to driving international e-commerce growth.
Michael LeBlanc 02:08
Welcome to Global E-Commerce Tech Talks podcast, Jonathan and Matthew, so great to have you both on the mic. In our simple format, today, we're talking about a preview basically, of the great Global E-Commerce Leaders Forum conference coming up in New York towards the end of September. Let's jump right in and Jonathan, I'm gonna start with you, you know, you and I actually have a few intersection points in our career. I launched Hudson's Bay e-commerce in 2000. And spent a bunch of years with HSBC, I see in your background, Lord & Taylor, Saks, Saks off 5th. The second fun one is I was at the Shopping Channel for seven, eight years running their marketing and Emeril Lagasse, I launched Emeril there and I see now he's part of your brand. Of course, Emeril is a great brand in the direct response direct, interactive TV brand. So it's kind of fun. Great to have you onboard, I've kind of jumped in, tell us a little bit about yourself and what you do for a living, and all about your company.
Jonathan Greller 03:07
Sure. Great to be here today. And just want to start by saying thank you for the opportunity. So, Jonathan Greller, I'm the President of Digital Ventures at Marquee Brands, and really responsible for building scale expertise, and a strong digital community across all of Marquee's brands, you know, really I'm accountable for portfolio, platforms, processes and people, you know, Marquee Brands, we partner at the acquisition with brand owners in order to meet their unique objectives. So, we simply just build brands. We're really focused today on our direct to consumer platform and our licensing business and working hand in hand with our best in class operating partners around the world.
Jonathan Greller 03:51
We really think about our business in four pillars are number one pillar, which you mentioned too, as well. It's really all about home and that's anchored by Martha Stewart, Emeril Lagasse, and Sur La Table, our second pillar, that we're focused on, is around motherhood, maternity anchored by motherhood, and mother, motherhood, maternity and a pea in the pod, our third is the active outdoor sector which is anchored by Dakine and Body Glove. And our fourth pillar is our men's and women's fashion lifestyle, which is anchored by BCBG, Bruno Molly and Ben Sherman. But as you mentioned, prior to this, I spent many many years at Lord & Taylor where I've led up many merchandising divisions had the opportunity when we were acquired by private equity and we owned both Lord & Taylor, Hudson's Bay and work at Hudson's Bay paid Canadian taxes for a long time. So, that was a
Michael LeBlanc 04:49
Thank you for that
Jonathan Greller 04:50
very interesting thing I did and what a great organization and really a lot of heritage there which was really amazing on the turnaround efforts over the last 30 In a few years, I also went on to lead Saks off 5th and Gilt Groupe. So, again, really excited to be here today excited to spend some time with you. So, thank you for the opportunity.
Michael LeBlanc 05:10
Well, it's great. It's such a great depth of experience out in the merchandising up into digital. So, that's a really unique and powerful combination. Matthew, tell us a bit about yourself and, and Global-e.
Matthew Merrilees 05:22
Yeah, for sure. So, just as a way of introduction, so Matt Merrilees, the CEO responsible for the North America business here are Global-e. And when you look at Global-e as a platform, and I know we'll, we'll get into a bit about it, but obviously helping brands reach and tap into their international potential, right. So, being able to break down barriers, break down walls, international trade, and help build a digital-first mindset for brands looking to tap into their ultimate international growth potential. So yeah, pleasure. Pleasure to be here. Thanks for having me.
Michael LeBlanc 05:55
Yeah, well, listen, I see a decade-plus experience at what is the DHL, FedEx, you've clearly got expertise in getting product from point A to point B. So, let's start with you, you're working with a number of different brands across, across the world, let's talk about two-starts, and one-stop. So, that again, the stop isn't meant to be negative, maybe it's something that just doesn't work anymore, or something that you've learned that that is less effective, but more importantly, two things that our listeners should start thinking about. And then one thing they should probably stop doing.
Matthew Merrilees 06:28
For sure. So, I think when I looked at my two stars, right, one of them, and that I think has really been lightened over the past year and a half is, is really making sure that you are building a digital-first strategy. I do think that over the past year and a half, it's, it's, it's heightened, its urgency to do so it's even pushed brands who didn't have digital-first mindsets, to be able to start to really reformat their overall vision to make sure that through some of these difficult times, there is you know, a focus on e-commerce and there is a focus on digital, which we think is, is super important. As this, you know, business in this world, let's just a complicates.
Matthew Merrilees 07:07
And then the second, I believe start that, you know, I would, you know, definitely go with mentioning as well, and I'll tie this one into the overall international focus is specifically around spending and investing in your international customer base. I do think that having a digital footprint is obviously critical and key to brands being successful. And those as I see that are driving digital-first are right now really reaping the benefits through, you know, the world that we live in. But I do think then, you know, thinking outside the domestic market, and how and where to put your investment and your money to make sure that that same worldwide and let's just call it, let's just call it marquee experience that you put forward for your domestic customers should be ready for an international one, who should be treated no differently. And it's a, it's a potential of opportunity out there that have spent, and let's just say targeted, wisely, can reap many, many big benefits, just as great as that.
Matthew Merrilees 08:03
So, those are my two starts. And then I think when I look at a stop, I think, you know, really, and I keep it the digital because it's obviously what has been driving our overall focus and drive and seeing the success of merchant partners that we, we interact with on a regular basis, but it's really stopped giving away digital rights to your business. I think that you know, there's been a traditional approach over the years, you know, where brands will give up that digital right, give up that customer bring up, you know, that loyalty that they have to that customer and I've seen the transformation of brands looking to, you know, really pull that back, really get that customer back really creates their unique stories that was overall, let's just say brand-driven experiences that you know, they would like to serve up for that customer and then obviously make sure they drive that forward. So, I would say those are my two-starts and my one-stop that hopefully can help draw some insights out there in the market.
Michael LeBlanc 08:59
Well, Jonathan, Matthew gave me a nice segue talking about marquee experiences. Let's talk about marquee brands, you've got a portfolio of brands that are all at different parts of their, their life stage. Talk about your experience and your advice for the listeners and the folks out there two-starts and one-stop from your perspective.
Jonathan Greller 09:19
Sure, you know, look, it's being DTC led being digital-first, being consumer-centric is more than just words, you know when we think about being digital, and you think about what's been happening along the journey, and especially over the last few years, there's never been a period of more rapid and more profound change. So, the, what was so the first start, I think about is authenticity, right, where companies need to start using more user-generated content. We hear that word UGC, constantly, but they're really if you dig down, they're only using it 5 or 10% of the time and it really needs to be about 50% and how do we then maximize that consumer journey by always Keeping that customer at the center, we hear a lot about, you know, thinking about proprietary data to personalize those customer experiences. But we need to be down not only data-inspired but really think about, you know, you know, utilizing that data to become a brand accelerator guy. And so we have, we kind of think about the whole Five C Model is what we’re really focused on, what we focus on and what we think companies need to be focused on, which is really around content, the UGC, the editorial, storytelling, community, being that peer to peer relationship and being purpose-driven. You know, when we think about the consumer really being, you know, relevant, targeted communication, look, email is not dead, it's not, it's actually getting stronger. And you can see the open rates really click up when you're giving them targeted communication, and then around curations, and solutions, and then realizing that when we say digital-first, that mobile is your flagship, right. And that's where people, all creative teams need to be focused on looking at their storyboards. Only from a digital mobile lens.
Jonathan Greller 11:05
I think the second thing, which is really important, is none of this gets done without people, you know, people make companies, companies don't make people and we need to hire teams that are accountable, we need to think about this from playing to win. And there's really, as I think about it, the three-legged stool is we're all trying to strive towards the shareholder, the employee, and the customers. And without one of those, it doesn't really work. And for us, it's about and I think about all companies need to be you know, companies can look forward, they can look backwards, but the reality is, what is the output of that, each individual, how do they impact the business. So, for me, it's about watching your team grow, you know, I want companies to watch their teams grow, not only professionally, financially, potentially go on to lead other companies. So, it's really about authenticity and people making companies as my two starts.
Jonathan Greller 11:57
I think, from a stop, what a company should stop is, it's all about removing the friction, right, and we sometimes can, you know, not speaking on my behalf, companies can lose sight of their customer and when it comes to payments, making sure that when you think about what's happening in the buy-now, pay-later sector, they shouldn't just have one choice, they should have the choice of 2, 3, 4 different choices. How do you take the friction out of making returns, right, the, you know, when you think about this profound change, we can go into a store, we can't go into a store, stores will be around, but how do we make returns much easier, so, we have to consistently remove the friction.
Michael LeBlanc 12:35
Fantastic. Now, last question for you both. And, Jonathan, I'm going to start with you. What do you talk about on the stage live in New York at GELF 2021?
Jonathan Greller 12:45
So, we'll be speaking about a couple of different things, but two of them, one of them is we'll be mostly speaking about how we utilize Global-e to drive the international direct to consumer sales. And the second thing is we'll touch on how we're able to meet the local market expectations with the data and all of the local market insights. So, those are the two things we'll be focused on.
Michael LeBlanc 13:07
Fantastic, Matthew, last words to you, obviously, the business that you connect with, with Marquee, but give us some insights as to what else you'll be talking about on the panel in New York City.
Matthew Merrilees 13:18
Yeah, for sure. So I think, you know, just to jump on the back of Jonathan's notes, I think, when you look at the digital-first transformation, you know, really hearing Jonathan's story has been incredible and I think that when you start to see where Marquee has been, where they've come from, and where they're going is super exciting. And then I think, you know, when you break down those international barriers, it's fantastic. But then how do you get to that next level of growth, and I think that when you look at digital marketing, when you look at translations of websites, and how to really accelerate, it's exciting, it's an exciting story to hear. And they have been an exciting, you know, want to be part of.
Michael LeBlanc 13:56
Well, It's fantastic. I think it's such a great panel, great brands do an interesting things. I mean, it's the perfect formula for a fantastic conference. So, very exciting. Thank you both for jumping on and chatting about it. In this snapshot edition of the Global E-Commerce Tech Talks podcast. I wish you both continued success and safe travels. And once again, thanks for joining me.
Matthew Merrilees 14:19
Thank you.
Michael LeBlanc 14:20
If you liked this podcast you can follow us on Apple iTunes, Spotify, Amazon Music podcast channel, or your favourite podcast platform, please rate and review with a five-star rating and be sure and recommend to a friend or colleague in the retail and cross-border commerce industry.
Michael LeBlanc 14:34
I’m Michael LeBlanc, Founder and President of M.E. LeBlanc and Company Inc. and you can learn more about me on www.meleblanc.co, and you can learn more about the Global E-Commerce Leaders Forum and continue to keep up with the latest on cross-border commerce online at https://www.globalecommerceleadersforum.com/
Michael LeBlanc 14:55
Until next time, travel safe and have a great week.
SUMMARY KEYWORDS
brands, digital, Jonathan, commerce, customer, international, marquee, global, anchored, companies, business, Emeril Lagasse, podcast, drive, consumer, hear, stop, Matthew, DTC, focus