Payless Gains Footing with Hispanic Audience by Launching Spanish Website


The footwear retailer's translated website builds loyalty among its key Hispanic customer base.

Payless ShoeSource, Inc. has made it easy for Spanish-speaking customers in the U.S. and Puerto Rico to shop online in their preferred language. The iconic retailer recently debuted a new Spanish-language website, enabled by MotionPoint.

Payless is the largest specialty family footwear retailer in the Western Hemisphere, with nearly 3,600 brick-and-mortar stores in more than 40 countries. This includes a significant presence in U.S. cities with sizeable Hispanic communities, and more than 400 company-owned and joint-venture Payless stores in Latin America and the Caribbean.

"The Hispanic community is an important part of our customer base," said Anna Savignano, Director of Payless.com at ‎Payless ShoeSource. "With our Spanish-language website, our Hispanic customers can have a more enjoyable shopping experience. We hope that when Hispanic consumers are shopping for everyday or special occasion shoes or accessories, they'll think of the Payless brand first."

Payless has built up a loyal customer base by offering quality, unique styles for the entire family at affordable prices. In recent years, Payless has made a concerted effort to target the Hispanic community in its marketing efforts.

The Spanish-language website allows Payless to further differentiate its brand among Hispanic consumers, who have come to expect an inclusive, accurately translated online shopping experience.

Payless partnered with MotionPoint to deploy and operate its Spanish site. MotionPoint is a leader in technology and services for website translation, localization and optimization.

"Payless clearly understands that successfully engaging with Hispanic consumers takes more than mere translation," said Craig Witt, executive vice president at MotionPoint. "Messaging must also be culturally authentic and relevant to the audience. This tells consumers that your brand cares about them. Their new Spanish website will help Payless build trust and loyalty among its Spanish-speaking customer base."

About MotionPoint

MotionPoint solves the operational complexity and cost of website localisation. The company's technology and turn-key solution are built to translate, deploy, and operate multilingual websites, optimizing the customer experience across channels. MotionPoint is headquartered in Coconut Creek, Fla.

About Payless

Payless ShoeSource is the number one specialty footwear retailer in the U.S. and one of the largest in the world, offering a wide range of shoes and accessory items at affordable prices for every member of the family.

Payless serves millions of consumers through its powerful global network of stores in all 50 U.S. states, as well as Puerto Rico, Guam, Saipan, the U.S. Virgin Islands, Canada, Central America, the Caribbean, and South America. The company also has an expanding presence in the Eastern Hemisphere through franchising arrangements. Payless operates an online store and has about 3,600 brick-and-mortar stores in more than 40 countries. To shop Payless in Spanish, please visit www.payless.com/espanol.

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