What lessons can be learned from European retailers or those that have expanded internationally already? Specifically, retailers should consider six principal issues (or opportunities) related to international expansion.

• Operations and organizational structure. As retailers expand across borders, what does the structure of the organization look like across business units and teams? What type of local, regional teams and support are necessary and how do they integrate and compliment the structure at corporate headquarters?
• Product assortment and branding. Retailers are working to determine what product assortment to offer in different countries. Additionally, we know that brands that truly want to have a global reach must balance how they develop and translate their brand for new, local markets.
• Regulations. Going global means paying  attention to different rules and regulations within every country, region and city where they operate (or hope to operate.)  From privacy rules to laws around labor, tax and trademarks, every country in the world operates differently.
• Currency and payments. Varying payment methods need to be considered. How do you manage the currency types and exchange rates around the world? As mobile adoption continues to increase and mobile technology continues to advance, retailers must be ready for groundbreaking changes in how we pay for goods and merchandise worldwide.
• Shipping and fulfillment. Retailers are struggling with how to best tackle shipping and fulfillment in markets with varying standards and regulations on things including shipping and returns. For global growth, retailers must determine best practices for each channel to enable seamless geographical growth.
• Marketing and social engagement. Retailers understand that one-size-fits-all marketing and communications strategies do not work. All companies, regardless of their maturity in global expansion continue to struggle because of the change within their own organization and the changing face of the socially empowered and always-connected, mobile consumer.

These are just a few of the many issues, questions and considerations out there related to globalization of a retail brand. What we do know is that there are a limited number of companies that understand the key to translating a retail brand to new markets across the world. Most importantly, we understand that a retailer’s international strategy is heavily dependent on operations, technology and marketing partners and systems to prosper in a fierce and changing global marketplace.

To compliment all of the discussions and research we have about global branding, technology and marketing at all of our NRF and Shop.org events, this week NRF will be hosting a pavilion at Europe’s fastest growing retail event, Retail Business Technology Expo (RBTE) on March 13-14 in London. NRF’s Pavilion will feature thought-leadership and technological innovation from two NRF communities: Both ARTS Executive Director Richard Mader and Artemis Berry, Senior Director of Content and Community at Shop.org will be featured speakers on the educational program at RBTE, presenting on the NRF Social Blueprint, a guide for social media strategies in Retail, and Omnichannel Retail: Socializing, Localizing and Mobilizing, respectively.

In addition to meeting with members of the NRF, ARTS and Shop.org teams, our Pavilion will feature technology innovators and integrators from our generous Pavilion sponsors, including ADC, Bizerba, NCR, PCMS and Starmount. These partners will join us to help share their technology expertise on for global retailers looking to optimize their mobile, social and local technologies.

Our NRF communities are proud to bring some of our own insights and expertise to the RBTE event. We’re also proud to be representing our global retail membership at this great industry event. And most importantly, we are proud to be a voice and key partner to retailers all over the world as they invest their time and resources into growing their businesses in the U.S. and the evolutionary and immense global marketplace.

For those that started the eCommerce revolution, the digital retail and eCommerce channel has had to work hard for this growth and in some instances, for the attention and respect in the industry. With the continued growth of digital retailing thanks to technology development and a smarter, more (and always) connected consumer, omni-channel retailing is here, and no longer just an option.

Shop.org and the National Retail Federation (NRF) understand this shift in the industry and the collaboration that is taking place within the retail communities, verticals and business units all over the world. In fact, beginning today, you’ll see how the associations that represent the global retail community are truly coming together.

The NRF Big Show is getting bigger and more digital than ever. And no, we’re not talking about the fabulous event app the team has put together. Beginning today, Shop.org is going to have the largest presence ever at the 101^st NRF Big Show, the premiere event of the retail industry.

A digital keynote. Two days of sessions specifically for digital retailers. A networking event. And so much more.

It’s collaboration with the company that represents retail – that mimics the crucial juncture and opportunity for collaboration that we are all witnessing within the industry itself. As digital retail continues to rise as the shining star of the industry, our innovation and some of the leaders within our community will be showcased at the number one retail event in the world.

For the first time ever, our Shop.org and NRF teams have put together a First Look Track at Retail’s BIG Show – so that the 22,000+ retail leaders attending this conference could take this opportunity to experience the thought-provoking education, and insight for which Shop.org is known, and immerse themselves in the digital retail experience.

During our First Look track sessions, and some of the other sessions our Shop.org team has put together including a Super Session slot featuring Jeffrey Rayport, One Kings Lane CEO, Doug Mack and Rent the Runway CEO, Jennifer Hyman, we’ll be discussing some of the most prevalent themes in the evolving world of retail today: globalization, personalization, organization and omni-channel retailing.

First, you’ll hear a lot about globalization. With a strong international contingent this year, especially from the UK and Brazil, there will be some incredible sessions on retail globalization at the BIG Show. Specifically, our team is proud to bring you a session on how retailers can tap into the eCommerce markets in the growing economies of China and Brazil which companies have been particularly successful in these markets.

The next big theme throughout this year’s First Look Track is personalization, which embraces marketing, site design, merchandising, and social media. We’ve got some great speakers discussing this theme, including Amy Africa’s session on Monday afternoon on neuromarketing and how we can influence the brain to buy with site and store design with consumer behavior in mind.

What about organization? This is one of the most difficult decisions occurring in retail board rooms today. If we look back over past 10 years — what changes are we seeing in terms of best practices in regards to organization? How can retailers effectively organize for international? Centralize it? Localize it? Some of both? We believe that Retail Means Jobs, so how do you get and retain the best talent – especially as digital retailers or as retailers trying to embrace digital? Our panel of retailer executives from Sheplers Western Wear, Tommy Hilfiger and OnlineShoes.com will discuss these questions and more on a session dedicated to the retail organization of the future.

And finally, the topic that binds us all in the retail industry – omni-channel retailing. Consumers expect a one-screen, one-store experience across your channels and touch points. Are our internal business operations and customer service systems in place to meet expectations of this smarter, mobilized, socialized future shopper? I believe the future shopper is already here and we’re seeing a few great examples of retailers that are ready for it. We’ll touch on this omni-channel topic in several of our sessions from Sucharita Mulpuru, Mitch Joel, McKinsey & Company and the Resource Interactive team. But, more specifically, we have put together two sessions featuring some of our most innovative, omni-channel retailers including Guitar Center, American Eagle and Warby Parker. Attend those sessions and you will hear about SOLOMO at its finest and see successful examples of using digital channels and assets to optimize for the omni-channel shopping experience.

Shop.org is proud to bring our digital retail community to the forefront of the biggest retail show in the industry. We hope to make the NRF Big Show bigger, stronger, and more digital than ever. We like to believe we are the reason they will have WIFI for all attendees for the first time in their 101 years and have that awesome app. We hope to see many of you there to see for yourself. If not, make sure to follow along on both the Shop.org and NRF Big Show blogs as we cover stories from some of the best the show has to offer.