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Johnstons of Elgin, the heritage knitwear brand, grew its international online revenues by 60%

The amazing increases we’ve experienced since partnering with Global-e have far surpassed our original goals. We’ve grown conversion rates and sales in our key markets worldwide, as well as expanding to many new markets.

George McNeil Managing Director – Retail Division, Johnstons of Elgin

Within a year since partnering with Global-e, the number of international orders has grown by 59% and worldwide conversion rates increased by 38%

The Challenge

Johnstons of Elgin, renowned for high quality knitwear apparel and accessories for men, women and children, was selling its luxury products online to international destinations, but cross-border ecommerce hurdles prevented it from realising the tremendous global opportunity. Complex and expensive logistics meant that the brand was able to support only two currencies (USD and JPY) besides the British pound, and its international shipping costs and proposition were high, hampering conversion rates.

Johnstons of Elgin wanted to increase international sales and expand the brand to shoppers worldwide, without undertaking costly logistical investments or compromising on customer satisfaction.

Johnstons of Elgin was looking for a cost-effective solution that would enable it to offer shoppers worldwide a seamless shopping experience including a wide variety of payment methods and currencies as well better shipping rates.

The Solution

To overcome these hurdles and expand its international sales, Johnstons of Elgin partnered with Global-e, the leading provider of cross-border ecommerce solutions.

After a short and smooth implementation process, the heritage brand was immediately able to provide customers in more than 200 destinations worldwide a fully localised shopping experience, including:

  • Local pricing in local currency – over 95 currencies supported
  • Price rounding – according to local market conventions
  • A wide variety of supported payment methods, including dominant local and alternative payment choices such as open invoices
  • Guaranteed calculation of all import duties and taxes including a prepayment option
  • Localised welcome pop-up messages informing shoppers of special promotions such as free international shipping offers and other key marketing messages
  • Localised checkout in more than 20 languages
  • Multiple shipping options at attractive rates including free shipping offers
  • Transparent and convenient returns portal including free returns in key markets

By implementing Global-e’s comprehensive solution, the brand was able to grow its international online business dramatically within a short time, risk-free.

Johnstons of Elgin was able to significantly reduce its international logistics costs while simultaneously tailoring its offerings to each market thanks to Global-e’s Smart customisation. This decrease in logistics overhead allowed the brand to channel its savings into targeted incentives to support its marketing strategy, such as free shipping offers with no minimum threshold and include all taxes and duties in the products price (“hidden DDP”) in key markets. These incentives, coupled with the brand’s marketing efforts, further enhanced international growth.

Johnstons of Elgin was able to significantly reduce its international logistics costs while simultaneously tailoring its offerings to each market thanks to Global-e’s Smart customisation.

The Results

Within one year of implementing Global-e’s solution, Johnstons of Elgin grew its international revenue an impressive 60%, with conversions rising 38%. Since launching, the brand’s number of international orders has increased by 59% to shoppers in more than 58 destinations worldwide.

The brand was able to penetrate new markets and grow revenues in existing markets, including dramatic increases in key markets:

 

 

“We are proud of our history of innovation, creativity and excellence in manufacturing, and our partnership with Global-e enables us to bring our luxury goods to an international audience who enjoy our renowned high quality customer experience.”

George McNeil, Managing Director – Retail Division, Johnstons of Elgin

About Johnstons of Elgin

Johnstons of Elgin is the manufacturer of the world’s finest cashmere and tweed products. The Scottish brand is renowned for its expertise in design, cashmere and fine woollens in products ranging from adult and child apparel to elegant home interior fabrics. Made in Scotland since 1797, its history is one of quality, resilience and above all outstanding provenance. The brand credits constant innovation for its 220-year success, with a continued investment in the newest technology to maintain the top processes that ensures products are always the very best.

Within a year since partnering with Global-e, the number of international orders has grown by 59% and worldwide conversion rates increased by 38%

About Johnstons of Elgin

Johnstons of Elgin is the manufacturer of the world’s finest cashmere and tweed products. The Scottish brand is renowned for its expertise in design, cashmere and fine woollens in products ranging from adult and child apparel to elegant home interior fabrics. Made in Scotland since 1797, its history is one of quality, resilience and above all outstanding provenance. The brand credits constant innovation for its 220-year success, with a continued investment in the newest technology to maintain the top processes that ensures products are always the very best.

The Challenge

Johnstons of Elgin, renowned for high quality knitwear apparel and accessories for men, women and children, was selling its luxury products online to international destinations, but cross-border ecommerce hurdles prevented it from realising the tremendous global opportunity. Complex and expensive logistics meant that the brand was able to support only two currencies (USD and JPY) besides the British pound, and its international shipping costs and proposition were high, hampering conversion rates.

Johnstons of Elgin wanted to increase international sales and expand the brand to shoppers worldwide, without undertaking costly logistical investments or compromising on customer satisfaction.

Johnstons of Elgin was looking for a cost-effective solution that would enable it to offer shoppers worldwide a seamless shopping experience including a wide variety of payment methods and currencies as well better shipping rates.

The Solution

To overcome these hurdles and expand its international sales, Johnstons of Elgin partnered with Global-e, the leading provider of cross-border ecommerce solutions.

After a short and smooth implementation process, the heritage brand was immediately able to provide customers in more than 200 destinations worldwide a fully localised shopping experience, including:

  • Local pricing in local currency – over 95 currencies supported
  • Price rounding – according to local market conventions
  • A wide variety of supported payment methods, including dominant local and alternative payment choices such as open invoices
  • Guaranteed calculation of all import duties and taxes including a prepayment option
  • Localised welcome pop-up messages informing shoppers of special promotions such as free international shipping offers and other key marketing messages
  • Localised checkout in more than 20 languages
  • Multiple shipping options at attractive rates including free shipping offers
  • Transparent and convenient returns portal including free returns in key markets

By implementing Global-e’s comprehensive solution, the brand was able to grow its international online business dramatically within a short time, risk-free.

Johnstons of Elgin was able to significantly reduce its international logistics costs while simultaneously tailoring its offerings to each market thanks to Global-e’s Smart customisation. This decrease in logistics overhead allowed the brand to channel its savings into targeted incentives to support its marketing strategy, such as free shipping offers with no minimum threshold and include all taxes and duties in the products price (“hidden DDP”) in key markets. These incentives, coupled with the brand’s marketing efforts, further enhanced international growth.

Johnstons of Elgin was able to significantly reduce its international logistics costs while simultaneously tailoring its offerings to each market thanks to Global-e’s Smart customisation.

“We are proud of our history of innovation, creativity and excellence in manufacturing, and our partnership with Global-e enables us to bring our luxury goods to an international audience who enjoy our renowned high quality customer experience.”

George McNeil, Managing Director – Retail Division, Johnstons of Elgin

The Results

Within one year of implementing Global-e’s solution, Johnstons of Elgin grew its international revenue an impressive 60%, with conversions rising 38%. Since launching, the brand’s number of international orders has increased by 59% to shoppers in more than 58 destinations worldwide.

The brand was able to penetrate new markets and grow revenues in existing markets, including dramatic increases in key markets:

 

 

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