Shaun Loughin - Building a Global Brand: LeMieux’s Equestrian eCommerce Expansion Strategy
Description
Is it time to grow your international footprint?
In this podcast episode Shaun Loughlin, Head of eCommerce and Technology at LeMieux, joins Richard Hill to discuss all things global expansion. During his time at the UK’s premium equestrian brand LeMieux, Shaun has grown the eCommerce team from 1 to 17 employees and boosted business growth by an impressive 200%!
Shaun explores LeMieux’s mission to be the most exciting global equestrian brand, his unexpected journey into eCommerce and the strategies driving their impressive expansion.
From the importance of brand storytelling and emotional connection with customers to the intricacies of omnichannel strategy and the role of continuous learning in this rapidly changing industry, Shaun shares insights that are sure to help you with your growth journey.
Whether you're interested in scaling your eCommerce operations or establishing a strong brand presence in new markets, this episode has something for you. Don't miss out on these valuable learnings from an experienced voice in eCommerce.
Topics Covered
00:37 - How Shaun ended up leading the eCommerce for LeMieux with an unexpected career journey
05:28 - Jodie Bradshaw, a self-taught eCommerce Manager and equestrian enthusiast, built a successful website that benefited from strong brand distribution and a large social media following
07:56 - Hiring a data manager and implementing a product information management system transformed operations, enabling better data access, scalable marketplace expansion, and website localisation
09:41 - Focus on optimising data feeds with essential details beyond basic attributes for successful multimarket eCommerce
14:19 - Identify US, choose strategy, start with Google Ads - their global expansion strategy
17:12 - eCommerce growth demands constant warehouse expansion adaptation
22:24 - Brand value provides resilience and competitive advantage
23:16 - Differentiating with brand is a game changer
28:17 - Unsustainable business models lead to brand collapse
29:44 - Managing shopping feeds involves more than being the cheapest
32:46 - Strong brand offers unmatched quality at affordable prices
36:43 - Scaling profits but struggling with capacity strain
40:14 - Knowledge is accessible; engage with events and trends
42:33 - Strategically nurture brand communities for sustainable growth
United States
