China named as emerging retail market by AT Kearney Index

The report also offers retailers four key success factors for entering emerging markets with an online or multi-channel strategy:

• Develop a Customized Value Proposition – Retailers must adjust their websites, payment methods, shipping options and business models to the local market.
• Manage the Customer Experience – Retailers must manage the customer experience from product purchase to return. In markets where logistical infrastructure is a challenge, retailers must be transparent with consumers about shipping timelines and deliver against them.
• Do Not Underestimate Local Players – Domestic players dominate online retail in developing markets. These local retailers have insights into online consumer preferences and e-commerce challenges, and are developing best practices in online retail.
• Think Long-Term – It takes time in developing markets to navigate the market, learn about online consumers and build a reputable brand.

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