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IRX 2015 INTERVIEW Justin Lodge of Wiggle on international merchandising

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Ahead of IRX 2015, we’re running a series of interviews with key speakers who are taking part in the event’s six conferences. Today we speak to Justin Lodge, head of developing markets at cycle-to-triathlon retailer Wiggle .

Internet Retailing: At IRX 2015, you’re speaking on using merchandising in international markets. If you could only give one piece of advice to retailers looking to move into new markets, what would it be?

Justin Lodge, head of developing markets at Wiggle: My principal advice would be to keep an open mind. It is easy to approach markets thinking that they will respond similarly to or differently from, the UK market, but you have to listen to what customers are telling you. One of the great things about online retail is that data is much more readily available, so it’s easy to try new ideas and get results very quickly.

IR: In your experience, what is the biggest challenge related to merchandising internationally, and how do you deal with it at Wiggle?

JL: One of the biggest challenges faced by global businesses is the inherent complexity of trading across multiple markets. Wiggle is no different in this regard, and we are constantly investing in people and processes to help us understand more deeply, and execute more intelligently.

IR: In your view, what’s the most important upcoming trend in multichannel/ecommerce that is set to change the way we shop – and sell. Why do you think this is so important?

JL: It often surprises me that many people talk as if mobile is old news, and that we should be looking for the next big trend. Personally, I think we are only scratching the surface with what will be possible with mobile to enhance customer experience. We must not forget that from a global perspective, there are many countries whose eCommerce evolution has, or will skip desktop entirely.

IR: What are you most looking forward to at IRX (beyond your own presentation)?

JL: Perhaps unsurprisingly, I’m really interested in the International and Cross Border sessions on day one. Compared to some retailers, Wiggle already has quite well developed international markets, but there is always more we can learn from others, and I’m looking forward to picking up some more thinking points at IRX.

Justin Lodge will be making two appearances in the Multichannel Merchandising and Selling Conference at Internet Retailing Expo 2015. He’ll be taking part in a panel discussion, Winning at customer-centric merchandising at 1.05pm, alongside Martijn Bertisen of Google UK, and will speak on Merchandising to conquer international markets at 2.25pm.

The Multichannel Merchandising and Selling Conference will be held on March 26, in Theatre 3, at IRX 2015. Click here to find out more about IRX 2015 and register to attend the free event.

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