The amount of overseas consumers searching for British brands increased 64% year-on-year at the end of 2013, making the UK the second largest exporter of retail after the USA, according to a new report.
The study, from the British Retail Consortium and Google, found that the number of foreign internet shoppers looking for UK brands increased significantly in the fourth quarter of 2013, indicating increased spending by UK retailers to promote their online business overseas.
Helen Dickinson, BRC director general, said: “The UK is the world’s second biggest online retail exporter, beaten only by the USA. These new BRC-Google figures show UK retailers are investing heavily in international online experiences, localised websites and faster delivery times to drive exports.”
In the fourth quarter, there was a 64% year-on-year increase in the amount of overseas consumers searching for UK retail brands on smartphones, according to the study.
Meanwhile, the amount of searches on tablets increased by 41% during the same period.
Smartphone searches for UK retail sites from Germany, Russia and Argentina increased by 231%, 145% and 137%, respectively. Tablet searches increased 130% from Germany, 78% from France, 66% from Russia, 56% from Ireland and 47% from the Netherlands.
Searches for UK department stores increased 78% up on smartphones and 46% up on tablets, reflecting the strength of UK retailers.
Mark Haviland, MD of Rakuten Marketing, comments on the importance of an overseas presence for British retailers given these findings.
“The news from the BRC that the amount of overseas consumers searching for British brands is up 64% year-on-year is great news for UK retailers,” Haviland said. “However, this also highlights the growing importance of a cross border retail marketing strategy.
“Shoppers have become citizens of the world, no longer tied down by national borders; they expect their favourite products to be available worldwide. To capitalise on this and to truly compete with the USA, British retailers need to ensure they have a presence in the overseas market online. Assigning marketing spend to untested markets may be perceived as a daunting prospect, but many retailers are successfully offsetting this risk using a strategic affiliate marketing programme. Affiliate marketing allows brands to connect and build relationships with trusted publishers in new markets, who can help deliver a brand and online shopping experience that is locally relevant, without diluting existing brand values.