The retail sector is renowned for its highly competitive nature and while the online marketplace has opened up global possibilities for many firms, it has also heightened competition and increased the need for translation services in order to better serve customers around the globe.
Translations services for the retail sector help to drive sales by providing potential customers with detailed information about products in their native language, localizing marketing campaigns, and improving multilingual customer services.
Research also shows that over 70% of customers want product reviews in their native language, 65% prefer to read content (including websites, blogs, and online customer services) in their primary language, and 40% won’t even consider making a purchase in another language.
Translation services for the retail sector are essential for international success – read on to discover more…
What Type of Translation Services are used by the Retail Sector?
Translation services for the retail sector can cover everything from product packaging to overseas employee contracts and the services each retail firm requires will be different based upon their needs in any given moment.
However, there are some translation services which are routinely used in the retail sector, and we have outlined these below:
• Product Packaging – this is vital for overseas customers and in many countries is a legal requirement of a sale. Accurately translated product packing ensures customers know exactly what they are buying and what is in the box.
• Marketing – translating or localizing marketing campaigns offers retail firms greater opportunities for success and ensures your target audience engage with the campaign at every level. If they don’t understand your ad, or it causes cultural offence, they aren’t likely to make a purchase.
• Point of Sale Material – you know your target audience and what might sway them to make a purchase in your home territory, but customers aren’t always the same the world over. POS materials must be localized for each region or language to attract potential customers and retain existing ones.
• Customer Services – making international sales is great but if you don’t offer native-language customer services or after-care you risk losing repeat custom and your brand reputation can suffer.
• Brochures – these might be available online or as a physical object but if your customers can’t understand the language in which they are written, they wont engage with the information, products or services offered.
• Website Translation and Localization – often the first port of call for international sales is your website. The statistics in the introduction above, show just how important it is to have a website which offers native-language product reviews, content, and purchase options.
• App Localization and Translation – many customers are now using retailer’s apps to make purchases, so it makes sense to localize your app for customers who don’t speak the primary language as it encourages engagement and improves user experience. Mobile App usage has increased significantly over the last few years and looks set to continue on this trend.
Why Use Translation Services for the Retail Sector?
E-Commerce now dominates most firms’ revenues and has revolutionized how we shop, do business, and make purchases.
However, to compete successfully at a global level it is necessary to offer multilingual options for customers whose native language doesn’t match your website’s first language.
For instance, a high-end retail firm originating in the UAE, with an Arabic-language only website, is unlikely to appeal to a native English-speaking audience (even if they like the products), but if they offer an English-language version then they increase their chances of making a sale in the UK or to other English-speaking audiences.
It is also worth remembering that retail translation services are based on more than just language – they must also consider cultural aspects linked to any new regions, countries, or languages in order to ensure your message is understood by your new audience.
Similarly, your brand must be translated and localized for new audiences so that there is instantly recognizable consistency around the globe, yet it remains culturally acceptable in each location.
A Professional Language Services Provider (LSP) can assist with all of the above, and the following points highlight how working with the right LSP can help your retail firm achieve global success:
• Larger Audience – the world is big place with a potential audience of around 7billion people, in order to reach them, you’ll need to speak their language!
• More Sales – with 40% of consumers saying they won’t consider making a purchase in another language it makes financial sense to translate and localize for multiple languages.
• Cultural Acceptance and Sensitivity – localizing your content for a specific audience is essential in order to ensure your message is accurate and appropriate, and to help overcome cultural barriers.
• SEO – offering your website in multiple languages, and using translated/localized keywords, will improve your rank on search engines and ensure your audience can find you and your products.
• Competition – expanding into the global marketplace obviously offers an additional revenue opportunity but translating your website can also improve sales within your home territory to foreign-language speaking residents.
• Boosting Brand Awareness – multilingual marketing and websites help to boost your brand awareness and is actually a very cost-effective method for increasing global engagement.
At Creative Word, we’ve supported many international firms with their translation and localization projects to help them achieve their global ambitions.
Contact us now to see how we can help you.
