Translating for retail

Translating for Retail

With the advent of modern technology and having found ourselves fully within the communications revolution, the world is becoming an increasingly small place.

Companies which at one time conducted business transactions across town are now striving to reach customers across the globe. Rapidly growing economies such as China, India and the Middle East are now pivotal players on the world stage. As they develop and open up new opportunities exist for entrepreneurial firms to maximise their returns in these exciting new markets. This is especially true for the retail sector where new customers and partner relationships can be created relatively quickly online.

Would you cross the street?Combining this with an environment at home that has seen an unprecedented amount of competition (due in part to a prolonged recession), the continued growth of retailers exist in international opportunities. Anyone from the retail world understands that clear consistent customer communication and customer service are two of the most critical success factors. Do them wrong and you run the risk of irreversibly destroying brand value. Do them right and you can build a lovemark, a brand built up on love and respect. Read more

Translating Fast Fashion

We recently developed a solution for a very large European retailer to help them to localise/translate all of their packaging for their dynamic range of clothing.

The challenge in this space is to provide translation that is ‘on trend’, error free and makes best use of all the previously translated material, which helps to dramatically lower the unit cost per word to translate. When we reviewed the existing translation solution we found that the translation was being stored on a shared excel sheet in head office.

The theory was great, if they’d translated something once then that translation could be re-used for future packaging at (virtually) zero cost. But in practice it meant that no one was responsible for the data and the spreadsheet had to be emailed around people outside of the ‘loop’. Comments and suggestions were not imported into the master list, the context of the translation was often wrong and the quality of the translation never really improved over time. Read more

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