By Christine Bardwell | Commerce Product Strategy -Oracle on Jul 09, 2015
Shoppers won’t understand if a product isn’t available to them when it’s available to customers in another country. The same is true of promotions, and delivery options. Shoppers may expect to place an order using a money-off coupon in one country and collect from a store in another country, while adding points to their loyalty card. They won’t understand why that’s not possible – it’s all through the same brand after all.
Some brands try to tackle this issue by not allowing customers to see other country websites at all by geo-blocking, i.e. blocking access to websites based on location, or diverting the page back to a local browser - a practice which only further frustrates consumers.
So why don’t all the rules that apply to omnichannel – such as brand consistency, service offerings and stock consistency – also apply across geographical borders too?