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The popular leisurewear brand boost international traffic conversion rates by 87%

Partnering with Global-e has helped us capitalise on the increasing international demand of our products and grow our global direct-to-consumer sales significantly in less than a year! Right from launch, we’ve seen the considerable impact of the localisation we implemented with them. The key is their vast cross-border knowledge and deep understanding of our specific needs. From integration to their ongoing support, the Global-e team has been working closely with us, providing guidance and insights, to help us further increase world wide sales and optimise our proposition while sustaining our margins and profitability. Choosing Global-e was definitely right for Public Rec and the results we’ve seen so far have exceeded our expectations.

Zach Goldstein ,Founder and CEO, Public Rec

Within only 8 months of partnering with Global-e, Public Rec increased global online orders by 71%

The Challenge

Known for their high-quality tailored leisurewear, Public Rec saw a rapid surge in global demand fueled by the outbreak of COVID-19.

While the brand had always sold online internationally, the team realised they were not fully capitalising on their international sales potential and looked for ways to increase conversion rates and grow their direct-to-consumer (D2C) business.

Although Public Rec was working with a technology solution provider, they were only able to offer a limited localised experience, hindering the brand’s ability to maximise its international growth and reach critical business KPIs.

The Public Rec site could only support 4 currencies besides USD (EUR, GBP, CAD, and AUD). In addition, they only offered a limited number of payment options, while popular local and alternative payment preferences were not supported. When it came to duties and taxes, they were only able to provide duty and tax calculation and pre-payment options in a small number of markets, causing unnecessary friction in other areas where shoppers could not determine their final landing cost. On top of that, Public Rec’s international shipping was costly without the ability to present shoppers with attractive flat delivery and return rates, in turn, negatively impacting their international conversions.

Public Rec searched for a proven cross-border ecommerce solution that would enable them to enhance the shopping experience on their website and effectively optimise their propositions across all destinations. They required a strategic partner, with vast experience in global ecommerce, that would provide them with cutting-edge localisation capabilities, data-backed local market insights, and ongoing guidance and support, to drive international growth in a cost-effective manner.

Furthermore, Public Rec needed a solution that could integrate into their webstore, which was built with a headless Shopify set-up.

The Solution

To offer customers an optimal online experience and grow their international business, Public Rec chose to partner with Global-e, the world’s leading platform to enable and accelerate global, direct-to-consumer cross-border ecommerce.

Through Global-e’s dedicated Shopify app, Public Rec was able to integrate its headless website with the Global-e platform. Following the single implementation process managed by the Global-e team, Public Rec can now offer online shoppers in over 200 destinations worldwide a seamless localised shopping experience tailored per market and per the brand’s business strategy. This includes:

  • Localised messaging – Customisable messaging for each market to promote key marketing messages such as free express delivery and easy returns. Supported in 30+ languages throughout the purchase journey.
  • Local pricing in local currencies – Product pricing is set per market according to the merchant’s business strategy and is rounded according to the local market convention. 100+ currencies are supported allowing shoppers to pay in their local currency.
  • Multilingual one-step checkout page – Supported in 30+ languages, shoppers can complete their purchase in their preferred language.
  • Guaranteed landed cost – A flexible approach based on Global-e’s data-driven best-practice recommendations per market, with capabilities to offer:
    -Prices inclusive of all taxes and duties and informing customers that no additional fees will be added to their purchase at checkout or upon delivery.
    -Prices inclusive of duties with taxes displayed and pre-paid at checkout.
    -Calculation of all taxes and duties displayed at checkout with the option to prepay for a guaranteed landing cost.
  • An extensive variety of local and alternative payment options – More than 150 payment methods are supported including the most commonly used methods in each market such as mobile payment options and Buy now-Pay later. With Global-e’s best-in-class AI-based fraud prevention solution, Public Rec can now maximise its international acceptance rates.
  • Competitive shipping offering – The brand now offers standard free shipping on all international orders and express delivery at attractive rates.
  • Transparent and easy returns process – Prepaid express returns at a fixed price.

In addition to the advanced localisation capabilities, the Global-e team works closely with Public Rec to help the brand drive further global online growth and achieve its business KPIs. Led by a dedicated Success Manager, the Global-e team monitors the brand’s performance across all markets and provides them with best practice recommendations that are tailored to their vertical. The Global-e team also ensures that any changes in market conditions and regulations are reflected in the brand’s offering, enabling Public Rec a continuous seamless retailer experience free from any compliance issues.

Global-e's partner focus has helped Public Rec increase traffic conversion rates and improve ecommerce profitability by optimising their international proposition.

The Results

Within only 8 months of integrating Global-e’s cross-border ecommerce platform, Public Rec has achieved considerable growth; their international traffic conversion rates increased by 87% YoY, the number of orders rose by 71% YoY and global ecommerce revenue grew by 67% YoY.

The brand has seen impressive results across its key international markets. In Canada, conversion rates have increased by 85% YoY. Public Rec now presents Canadian consumers with pricing inclusive of all duties, and similar to a domestic shopping experience, displays only local sales tax at checkout. In Germany, where the brand now presents prices inclusive of local tax & duty and informs shoppers that no tax will be added at checkout or upon delivery, conversions rose by 91% YoY. German shoppers now enjoy a wider range of payment methods, and 88% of them choose to pay with local and alternative options, including Buy Now-Pay Later which is very popular in this market.

By localising their proposition and adjusting it for each market, Public Rec has seen a substantial increase in many European countries, including key locations such as Ireland, Italy, France and the Scandinavian markets. In the Netherlands, conversion rates rose by 289% YoY and the number of orders rose by 125% YoY. Almost half (49%) of the brand’s customers in this market opt to pay with iDeal, a popular local payment option.

In the Gulf region, Public Rec saw sizable growth in Saudi Arabia and Kuwait, with a 333% YoY and 266% YoY increase in the number of orders respectively, making these markets two of the brand’s biggest international markets.

 

 

International growth was part of our strategy from the beginning. We sold internationally but were lacking the ability to make it efficient and profitable as we were hoping. As part of our replatforming process, it was clear to us that we needed to find a robust solution that will support our cross-border needs and enable us to offer our global shoppers the best experience on the new webstore we launched. Global-e’s platform does much of the technical and logistical heavy lifting, helping to streamline our international operations, making worldwide expansion seamless for us."

Garrick Gan, Head of Operations, Public Rec

About Public Rec

Founded in 2015 by Zach Goldstein, Public Rec makes high quality, technical leisurewear. Following the successful launch of their “All Day Every Day” (ADED) fitted pant for men, the brand quickly gained a loyal following worldwide. Today Public Rec sells products for both men and women and are continually expanding their line of apparel. With an uncompromising dedication to detail, each Public Rec product is rigorously tested and perfected to ensure the brand’s mission to “Make comfort that looks good. Wherever you're going, whatever you're doing.”

Within only 8 months of partnering with Global-e, Public Rec increased global online orders by 71%

About Public Rec

Founded in 2015 by Zach Goldstein, Public Rec makes high quality, technical leisurewear. Following the successful launch of their “All Day Every Day” (ADED) fitted pant for men, the brand quickly gained a loyal following worldwide. Today Public Rec sells products for both men and women and are continually expanding their line of apparel. With an uncompromising dedication to detail, each Public Rec product is rigorously tested and perfected to ensure the brand’s mission to “Make comfort that looks good. Wherever you're going, whatever you're doing.”

The Challenge

Known for their high-quality tailored leisurewear, Public Rec saw a rapid surge in global demand fueled by the outbreak of COVID-19.

While the brand had always sold online internationally, the team realised they were not fully capitalising on their international sales potential and looked for ways to increase conversion rates and grow their direct-to-consumer (D2C) business.

Although Public Rec was working with a technology solution provider, they were only able to offer a limited localised experience, hindering the brand’s ability to maximise its international growth and reach critical business KPIs.

The Public Rec site could only support 4 currencies besides USD (EUR, GBP, CAD, and AUD). In addition, they only offered a limited number of payment options, while popular local and alternative payment preferences were not supported. When it came to duties and taxes, they were only able to provide duty and tax calculation and pre-payment options in a small number of markets, causing unnecessary friction in other areas where shoppers could not determine their final landing cost. On top of that, Public Rec’s international shipping was costly without the ability to present shoppers with attractive flat delivery and return rates, in turn, negatively impacting their international conversions.

Public Rec searched for a proven cross-border ecommerce solution that would enable them to enhance the shopping experience on their website and effectively optimise their propositions across all destinations. They required a strategic partner, with vast experience in global ecommerce, that would provide them with cutting-edge localisation capabilities, data-backed local market insights, and ongoing guidance and support, to drive international growth in a cost-effective manner.

Furthermore, Public Rec needed a solution that could integrate into their webstore, which was built with a headless Shopify set-up.

The Solution

To offer customers an optimal online experience and grow their international business, Public Rec chose to partner with Global-e, the world’s leading platform to enable and accelerate global, direct-to-consumer cross-border ecommerce.

Through Global-e’s dedicated Shopify app, Public Rec was able to integrate its headless website with the Global-e platform. Following the single implementation process managed by the Global-e team, Public Rec can now offer online shoppers in over 200 destinations worldwide a seamless localised shopping experience tailored per market and per the brand’s business strategy. This includes:

  • Localised messaging – Customisable messaging for each market to promote key marketing messages such as free express delivery and easy returns. Supported in 30+ languages throughout the purchase journey.
  • Local pricing in local currencies – Product pricing is set per market according to the merchant’s business strategy and is rounded according to the local market convention. 100+ currencies are supported allowing shoppers to pay in their local currency.
  • Multilingual one-step checkout page – Supported in 30+ languages, shoppers can complete their purchase in their preferred language.
  • Guaranteed landed cost – A flexible approach based on Global-e’s data-driven best-practice recommendations per market, with capabilities to offer:
    -Prices inclusive of all taxes and duties and informing customers that no additional fees will be added to their purchase at checkout or upon delivery.
    -Prices inclusive of duties with taxes displayed and pre-paid at checkout.
    -Calculation of all taxes and duties displayed at checkout with the option to prepay for a guaranteed landing cost.
  • An extensive variety of local and alternative payment options – More than 150 payment methods are supported including the most commonly used methods in each market such as mobile payment options and Buy now-Pay later. With Global-e’s best-in-class AI-based fraud prevention solution, Public Rec can now maximise its international acceptance rates.
  • Competitive shipping offering – The brand now offers standard free shipping on all international orders and express delivery at attractive rates.
  • Transparent and easy returns process – Prepaid express returns at a fixed price.

In addition to the advanced localisation capabilities, the Global-e team works closely with Public Rec to help the brand drive further global online growth and achieve its business KPIs. Led by a dedicated Success Manager, the Global-e team monitors the brand’s performance across all markets and provides them with best practice recommendations that are tailored to their vertical. The Global-e team also ensures that any changes in market conditions and regulations are reflected in the brand’s offering, enabling Public Rec a continuous seamless retailer experience free from any compliance issues.

Global-e's partner focus has helped Public Rec increase traffic conversion rates and improve ecommerce profitability by optimising their international proposition.

International growth was part of our strategy from the beginning. We sold internationally but were lacking the ability to make it efficient and profitable as we were hoping. As part of our replatforming process, it was clear to us that we needed to find a robust solution that will support our cross-border needs and enable us to offer our global shoppers the best experience on the new webstore we launched. Global-e’s platform does much of the technical and logistical heavy lifting, helping to streamline our international operations, making worldwide expansion seamless for us."

Garrick Gan, Head of Operations, Public Rec

The Results

Within only 8 months of integrating Global-e’s cross-border ecommerce platform, Public Rec has achieved considerable growth; their international traffic conversion rates increased by 87% YoY, the number of orders rose by 71% YoY and global ecommerce revenue grew by 67% YoY.

The brand has seen impressive results across its key international markets. In Canada, conversion rates have increased by 85% YoY. Public Rec now presents Canadian consumers with pricing inclusive of all duties, and similar to a domestic shopping experience, displays only local sales tax at checkout. In Germany, where the brand now presents prices inclusive of local tax & duty and informs shoppers that no tax will be added at checkout or upon delivery, conversions rose by 91% YoY. German shoppers now enjoy a wider range of payment methods, and 88% of them choose to pay with local and alternative options, including Buy Now-Pay Later which is very popular in this market.

By localising their proposition and adjusting it for each market, Public Rec has seen a substantial increase in many European countries, including key locations such as Ireland, Italy, France and the Scandinavian markets. In the Netherlands, conversion rates rose by 289% YoY and the number of orders rose by 125% YoY. Almost half (49%) of the brand’s customers in this market opt to pay with iDeal, a popular local payment option.

In the Gulf region, Public Rec saw sizable growth in Saudi Arabia and Kuwait, with a 333% YoY and 266% YoY increase in the number of orders respectively, making these markets two of the brand’s biggest international markets.

 

 

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