Kristin Graham of Pragma is interviewed by Retail Week in their new Channel Advisor white paper  on understanding online marketplaces in the US and how to establish a presence in the world’s largest economy.

“There is a false assumption that US shoppers are like their UK counterparts in their attitude to shopping, says Kristin Graham, senior consultant at consumer strategy consultancy Pragma, and this has led to a failure to invest in understanding the nuances and subtle differences that can ultimately make or break their business. “I’ve seen so many UK brands failing to understand the importance of communicating their proposition in line with US cultural differences,” she explains

Read the article here: Channel Advisor white paper