Expanding beyond local markets has become easier than ever with AI and is a crucial step for retail companies seeking growth and success. Going global presents exciting opportunities, but it also comes with its fair share of challenges. One of the key factors in successfully testing new markets is effective website translation.
According to a survey by Common Sense Advisory, 75% of consumers prefer to buy products in their native language. Explore the importance of website translation for retail companies and gain insights on how to navigate this process to maximize global expansion.
Choosing a Global Strategy
When choosing a global strategy, you have to consider the how your company will present itself in a new market. If there is a need for your retail store to build a new, physical location, this process will become much more involved. If you don't need a physical store, but you have to adjust your product and how you market it, you would need to develop a multi-domestic strategy.
Ideally, your online store can start testing in a new market by implementing an international strategy. This is a global marketing strategy that requires low local responsiveness and low global integration. This allows you to sell your products or services on an international scale without changing or customizing them to fit local preferences. Essentially, this means you just need to translate and localize your e-commerce site to reach a new, multilingual audience
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What is Retail Translation?
Retail translation refers to the process of translating various retail-related content, materials, and communications, most importantly your e-commerce retail website, into different languages to effectively communicate with consumers in global markets.
There are specific categories of materials that need translation for retail websites that may not be present on other websites. It involves translating product descriptions, marketing material, packaging, labels, websites, customer support materials, and more.
The goal of retail translation is to ensure that the brand message, product information, and customer experience are accurately conveyed to target audiences in different regions and cultures, especially when an e-commerce company is looking to go global.
Here are some key aspects of retail translation:
- Product Descriptions: Translating product descriptions is essential to provide accurate and detailed information about products in the target language. This includes translating features, specifications, benefits, usage instructions, and any other relevant information to help consumers make informed purchasing decisions.
- Marketing and Advertising Materials: Retail translation extends to marketing and advertising campaigns. This includes translating slogans, taglines, advertising copies, social media posts, and other promotional materials. Adapting these elements to the cultural context of the target market helps ensure that marketing messages resonate with local consumers and align with their preferences.
- Packaging and Labels: Translating packaging and labels is crucial for compliance with local regulations and for providing consumers with clear instructions, safety warnings, ingredients, and other essential information. Accurate and localized translations on packaging and labels demonstrate a commitment to consumer safety and can enhance brand credibility.
- Website and E-commerce Localization: Translating retail websites and e-commerce platforms is a fundamental part of retail translation, but it doesn’t stop there. Website localisation includes adapting visuals, colors, and design elements to align with the local culture. Additionally, integrating localized payment options and shipping information enhances the overall user experience. Translation partners like MotionPoint can handle all of this, no matter your CMS (if you're using Shopify, check out our blog for more info).
- Customer Support Materials: Retail translation encompasses translating customer support materials, such as FAQs, product manuals, warranty information, and return policies. Providing these materials in the local language helps customers navigate the post-purchase experience and fosters trust and satisfaction.
- Cultural Nuances and Localization: Retail translation goes beyond word-for-word translation. It involves considering cultural nuances, idioms, and preferences to ensure that the translated content is culturally appropriate and resonates with the target audience. Localization involves adapting content to match the local customs, traditions, and preferences, creating a more immersive and relatable experience for customers.
- Consistency and Brand Voice: Maintaining consistency across translated materials is crucial for brand identity. Translators and translation teams work closely with retail companies to ensure that the brand voice, tone, and messaging remain consistent across different languages while still catering to the local context.
What are the Benefits?
In a survey of 3,000 consumers conducted by the CSA Research, 60% of respondents said they rarely or never buy from websites that are only in English. The same survey also found that 73% of consumers are more likely to purchase a product if the information is presented in their native language.
Retail translation offers several significant benefits for companies expanding into global markets. Here are some key advantages:
- Increased Market Reach: Retail translation allows companies to tap into new markets and target a wider audience by breaking down language barriers. By translating product information, marketing materials, and websites, retail companies can effectively engage with customers who may not be fluent in the company's primary language. This expansion of market reach opens up new revenue opportunities and potential customer bases.
- Enhanced Customer Experience: Localization through retail translation improves the overall customer experience. By providing information in the customer's native language, companies can create a seamless and personalized experience that caters to their cultural preferences and purchasing behaviors. This builds trust, improves customer satisfaction, and increases the likelihood of repeat business.
- Competitive Advantage: Investing in retail translation sets companies apart from competitors by demonstrating a commitment to understanding and serving diverse customer needs. By offering localized experiences, including translated websites, product descriptions, and marketing materials, companies can differentiate themselves in international markets. This can lead to increased brand recognition, customer loyalty, and a competitive edge over companies that do not prioritize localization.
- Improved Brand Perception: Accurate and culturally adapted retail translation helps build a positive brand perception in international markets. It shows respect for local cultures, languages, and customs, making customers feel valued and understood. This localization effort contributes to a stronger brand image, which is crucial for long-term success and brand reputation management.
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Selecting the Right Translation Partner:
Choosing the right translation partner is crucial to the success of your website translation efforts. Consider the following factors:
- Expertise and Experience: Look for a translation agency or language service provider with expertise in retail industry translation. Ensure they have a proven track record of delivering accurate, culturally relevant translations.
- Linguistic Proficiency: Verify that the translation partner has a team of professional translators fluent in the target language(s) and familiar with the nuances of the local market.
- Technology Integration: Inquire about the translation partner's technology capabilities. A translation management system (TMS) can streamline the translation process, improve efficiency, and maintain consistency across your website.
- Quality Assurance: Request information on the translation partner's quality control measures. They should follow industry standards and have a robust review process in place to ensure accurate and error-free translations.
- Testing and Localization Feedback: Before launching your translated website, conduct thorough testing to ensure a seamless user experience. Seek feedback from local consumers or employ user testing to uncover any potential issues or cultural misalignments. Make necessary adjustments based on this feedback to optimize your website's impact in the target market.
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Go Global Now… and Get One Language for FREE
Expanding globally is an exciting opportunity for retail companies to unlock new revenue streams and reach a broader audience. By investing in website translation, retail companies can bridge language barriers, enhance user experience, and increase their competitive advantage.
Remember, effective website translation requires a thoughtful approach, careful consideration of cultural nuances, and collaboration with a trusted translation partner. By addressing these factors, retail companies can successfully embark on their global journey and unlock the immense potential of international markets.
Working with MotionPoint means getting industry-leading technology and beyond words service that will make translating your e-commerce website a breeze. If you want to test out a new, foreign market like Mexican Spanish, take advantage of our exclusive BOGO offer and we’ll translate and localize for another language for free. For instance, why not try out Spanish for South American markets? Reach out to us today to get started.
Last updated on July 06, 2023
