The penny has dropped in Alexandria; 2 years late, but now key focus. USA, USA it’s all about USA
”With the Australian business in a stable position and showing signs of returning to growth, I amgoing to focus my time on the USA and driving the business to its potential. To support me in drivingrevenue growth, we are recruiting an experienced team on the ground whose sole focus will be ourUSA business. We have been trading in the USA since 2010 and we have strong brand recognitionand a unique range, especially in our Dress business. I see focusing on this as our USP and thengrowing out other categories.To take market share we are implementing a multi-channel strategy so that we can have product inall channels that she wants to shop in. This includes our USA website, pop up stores and partners.On our USA website we will:• Focus on driving high value customers, while still returning at three times Return on AdvertisingSpend;• Improve the customer journey;• Implement further personalisation using AI;• Look at loyalty and rewards structures; and• Improve the customer experience Online, with more shipping and payment options andeasier navigation.We are planning our first low risk and low capital trail pop up store in the USA in calendar 2025. Astore presence is essential to driving a meaningful customer relationship and there are ways to trialstores without large capital commitment. Our USA team will drive this with third party ‘pop up store’companies that can provide operational support, limiting our risk on leases and employees.With over half of product searches in the USA originating on Amazon, this partnership needs toanchor the USA strategy to drive further revenue and brand awareness. We have had a successfulpartnership with Amazon and it has grown quickly. We have recently found that the way we weremanaging Amazon was not optimizing the listings on the site. To improve the sell through of ourproduct we have contracted an Amazon expert that has intimate knowledge of how to make …
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