how to give each customer a native brand experience at scale
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How to Give Each Customer a Native Brand Experience… at ScaleGain and maintain loyalty, in any language, all cultures, and every market.
#GlobalReady
Native Brand ExperiencesAt the heart of every native brand experience must be the consumer or buyer’s interests – it is the experience they have with your brand that matters most.
#GlobalReady
Five Pillars of Global Marketingand 20 questions retailers need to consider.
Timing:What time is it in your
target market?
Which holidays are on their calendar?
Are you offering customers what they
want, at the time they want it?
Will customer service call at a time that is convenient for the
customer?
Taste:What do people in your
target market like?
Which trends and preferences exist there?
Are you selling the right items to the
right people in the right places?
Will your customers want a quinceanera / sweet 16 /
prom / bat mitsva dress?
Localization:What do you need to adapt
to your target market?
Which local twists do you need to know about?
Are you ‘hitting the mark’ or is it possible you are
doing more damage than good?
Will your brand, content, and products or services be welcome as a ‘local’
business?
Payments:What currencies are used in
your target market?
Which payment methods are popular and expected?
Are you providing the full range of options to
ensure ‘payment’ is a non-issue?
Will your customersabandon their carts at
checkout or stay to purchase?
Logistics:What delivery methods exist
in your target market?
Which delivery options should you offer?
Are you losing out to third parties – such as Amazon.com – due to
poor logistics?
Will your customers purchase your product
from you directlyor indirectly?
Insights from: CARL MILLER
Founder, Managing DirectorThe GRIN Labs
Better relationships, better conversion rates45% increase both in visitors and conversion rates
Acquire more customers around the world75% of people prefer to buy online in their mother-tongue
Exponential growth from international markets95% of consumers worldwide are outside of the US
Insights from: WADE ROCCO
Solutions ArchitectSmartlingThe Big Opportunity
and how retailers achieve global objectives.
Consumers everywhere are less forgiving of brands they don’t know...
… and how better to get to know someone than by speaking their language!
#GlobalReady
US App Users Leaving Global App Users Leaving
Within 1 Month Within 3 Months Within 1 Month Within 3 Months
88%76%
67% 81%
Translating content the traditional way:
(Just ask anyone who’s ever done it, managed it or depended on it.)
involves multiple stakeholders
is error-prone
takes too long
increases workloadskills productivity
is difficultmultiplies problemsis process-heavy
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So, how can retail brands get it right?
#GlobalReady
✓ Command of local dialects and regional idiosyncrasies
✓ Commitment – across the organization – to observing and honoring cultural appropriateness and sensitivity
✓ Detailed awareness of the variables across global markets – from currencies and customs to products and preferences
#GlobalReady
Native brand experiences
Right strategyAchieve a more dominant global position by enabling a better approach to global content.
Right messageCreate multilingual content strategies that resonate with consumers around the world.
Right technologyTechnology removes the friction caused by traditional translation processes, allowing brands to focus on what truly matters...
… delivering native brand experiences.
#GlobalReady
The right message:
▪ Brand guidelines▪ Localization▪ In-country marketing ▪ Translation
The right strategy:
▪ Timing▪ Taste▪ Payments ▪ Logistics
The right technology:
▪ Seamless integration▪ Task Automation▪Customizable workflows▪ Translation Memory
What does this mean in practice?
How to give each customer a native brand experience — at scale…
Technology can enable brands to consistently provide truly native brand experiences… from websites and applications, to documents and more, to allow for enterprise-wide integration.
… and that’s why you need translation management software.
#GlobalReady
What are the benefits of using the right tech?■ Brand consistency■ Complete control■ Efficiency and reliability■ Manageable process■ Predictable costs■ Real-time translation memory■ Scalability and flexibility■ Seamless integration with your existing tech stack■ Transparent in-context translation processes■ You choose your vendors
(today, tomorrow, and beyond)
#GlobalReady
Brands that get it right:
▪ 15 European countries▪ 7 new languages▪ In less than 4 months
Challenge Ecommerce platform Results
✓ 30,000 words in < 3 months✓ Now only 1-2 hours a week✓ 5% traffic, 3% sales non-US
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▪ Users in 150+ countries▪ Growing global customer base▪ 6 new languages▪ < 2 months to holiday season
✓ 6 new languages✓ In just 3 weeks✓ Doubled holiday sales
(2014 vs. 2013)
Change the way you create global content...
smartling.com
#GlobalReady
Contact us:
Follow us @smartling for updates.