TranslateMedia has partnered with Internet Retailing on a research report identifying localization opportunities and challenges for global online retailers.
“In this report, we look at six key areas of localization best practice that retailers should aim to master in order to maximize their international potential.”
Ecommerce allows brands and retailers to reach customers across the globe, yet doing that successfully is rarely a simple matter. Assuming that ecommerce instantly opens up the market but ignoring the importance of localization when selling overseas could mean missing out on sales.
We find it’s not just about the right language but also about the right words. Context and culture can play pivotal roles in ensuring a retailer is delivering the right tone of voice in their marketing messages. Equally, understanding everything from local shopping habits to payment preferences and delivery expectations can be influencing factors as to who and where an international customer chooses to shop.
Retailers don’t have unlimited resources and true localization can require levels of investment that retailers can’t always justify when weighed against the rewards of operating in individual markets. Instead, they should aim to understand where different levels of localization could have the biggest impact.
In our research for this white paper, we use analysis from Internet Retailing’s RetailX’s EU Top500 to reveal the current state of play within Europe and use the expertise of TranslateMedia’s team of linguists to provide a deep-dive analysis into some of the localization strategies pursued by three leading international retailers – Pull&Bear, L’Occitane and H&M – to see how they compare. We also feature interviews with British luxury brands Smythson and Childrensalon to understand how they localise their businesses for success.
We hope that this research, along with the checklist we have put together, help to show where localization can have the biggest impact for international retailers.