We’re British. We know all about the British market (or so we hope), when peak trading is, when public holidays fall, consumer trends… the list goes on. But sometimes we can forget, not everyone is British and this is vitally important when it comes to knowing your market.
We trade throughout Europe, not just the UK and can sometimes fall in to the mindset of just thinking about our British customers, not our European friends. So when we say, know your market, we do mean all of them! The weather may be grey and miserable in Bristol, but over in the south of France, they’re enjoying cocktails on the beach with the sun on their face (not jealous at all). So sometimes that email intended to target wet weather days or sudden bursts of sunshine might not translate to those who get sun and warmth all the year round (promise, not jealous…)
Mother’s Day fell on 31st March this year in the UK, but in France it was on the 26th, in Germany 12th May , in Spain 5th May… well you get the picture. Is Valentine’s Day as big a deal in these countries as it is in the UK and when is Father’s Day again? Bank holidays differ not just country by country but sometimes within different territories within those countries (we’re looking at you in particular Spain). So make sure your marketing isn’t just targeted at what you know from your own experience. Segmentation is key, an email about record heatwaves may work well here, but it could be pouring with rain elsewhere.
You also need to research customer behaviours, we know that Klarna (see earlier blog post) is hugely popular in Germany, who don’t particularly like using credit cards online, but fairly unknown still in the UK. The government in France has some fairly strict rules around sale periods, with only two legal sale periods allowed, one in the winter and one in the summer, and each can only last a maximum of 6 weeks. Whereas in the UK you could run a sale ALMOST all year round *cough*DFS*cough*.
These small insights could really help increase conversion rates for countries that you may be struggling in and it really does benefit to take some time and learn from consumer behaviour by country.