Once a retailer, always a retailer and this means retailers never give up when it comes to looking for new customers. They are constantly on the lookout to attract more and more customers to buy their products. Digitally savvy consumers aren’t necessarily the best target as they read between the lines when it comes to product descriptions and anything that doesn’t seem quite right will entice them to look for another more suitable product.
The latest marketing trend is called “omnichannel commerce,” which takes in online stores, mobile apps and social media. Yet, this type of approach is still not that clear when it comes to global retailers. Consumers throughout the world have taken to omnichannel retail. But as the boundaries that exist between ecommerce and retailing disappear, brands have a problem with delivering a consistent experience to a global customer. It is business localisation that is becoming today’s customer drawcard.
Localisation is most important these days
It’s not simply good enough to throw a product and an English speaking website at a group of potential consumers as there is far too much competition. You need to localise your product and market it in the language of your targeted audience. This will bring the customers in at a far faster rate than ignoring the language and cultures of the potential customer.
You may, or may not know, that as an average, key global retailers are hosts to 3.9 languages per website, as well as 2.7 social networks.
The most common languages found online are Spanish, English, Simplified Chinese, German and French. If 10 languages are used to market a product through a website this means 95 percent of the world’s money owners can review your product in their own language.
In fact, more specifically
* 58% of potential consumers like to be sent promotional emails in their own language
*Millennials prefer social media and webchat three times more than phone support.
*Mobile, or m-commerce, will take up 50 percent of sales using e-commerce by 2018.
*Facebook has turned out to be most popular social and retail channel and it supports 70+ languages.
This means that in order to improve the global customer’s experience business localisation is essential as a way of levering customers to buy your products.