To conquer the international Izipizi placing on the fun and easy

The manufacturer of glasses French is an SME with international ambitions assumed, which already generates 75% of its turnover abroad. A strategy that requires both the physical points of sale, and by the e-commerce, with some adjustments.

In January 2017, the French manufacturer of glasses See Concept renamed itself: Izipizi. The objective of this "renaming": give the brand a name that is playful, memorable, and above all... easy to pronounce in all languages. Since the company was founded in 2010 in Paris, who became known originally for its models dedicated to reading, with a strong international ambitions.

A website translated into five languages

already, Izipizi sells its models (of reading glasses, but also of sun, skiing, for kids...) in some fifty countries, and has 75% of its turnover abroad. "Our main markets are in Europe (especially Italy, Germany, Benelux and the United Kingdom), then in the United States and Asia," explains Quentin Couturier, one of three founders of the company.

This internationalization goes through the physical trade (the products of the brand are present in approximately 3,500 points of sale in the world), but also via the internet. To reach the foreign customers, Izipizi has started to adapt its e-commerce site, where is sold the whole of its range. First, by the language: the website is available in French but also in English, German, Spanish and Italian.

Ease and reassurance

other developments are underway: "We are working on a platform, multi-site, which will differentiate the site based on the geolocation of the IP address, continues Quentin Couturier. The idea is that it will automatically be displayed in the right language, the right currency, and with the right price, according to various rules : the shipping cost, for example, are not the same for all. We can also think about "locate" the main page. If we hold an event in New York, people of the city will see it immediately, but not the Parisians."

The goal: as the online purchase for the foreign customers is "frictionless", got rid of all the areas of friction, the more fluid as possible. It also passes by the "reinsurance": "It is important to explain clearly on our website that we deliver in the whole world, that everything is safe and controlled, etc., note the co-founder. Just as it is crucial to treat the after-sales SERVICE and replies to customers. Our employees who are charged to speak at least English and Spanish. It is necessary to be very reactive, respond in 24 hours, and ideally in the language, or at least in English. Some ask us just one question to check is that there are many in the world behind the site..."

Know how to surround yourself

Complicated to implement? No, "but it must be well surrounded: a good translation company for the site, an agency of web development that knows how to be reactive, a legal support, a good logistics company to have good prices on all the areas of the world..." It must also be reliable, on time: meet the promise of delivery times is crucial in e-commerce.

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For Izipizi, which is preparing to open in July first shop with his name in Paris, the main channel of export sales remains the physical trade, because "the customers need to touch our products". But the e-commerce channel, which represents the time 10% of the CA, has its importance. To sell, but also for the image: "The site, the social networks... It is also a way to communicate and build brand, and raise awareness of the breadth of our range to the clients," said Quentin Couturier. The effort to appeal to the online customer, can also enjoy in fine the physical sales.