Our business development manager, Clare Daley, was recently interviewed by packaging today, a leading European industry magazine, about the importance of translation in international packaging. She discusses some of the concerns distributors need to address and tips on avoiding the pitfalls that can sink a packaging translation project. You can read the entire article over at the packaging today site and find out more about our specialist food packaging translation service right here.
Translating food packaging isn’t easy – we should know because we do over a thousand products a week. These guys have got it so wrong its funny but could you imagine your product on shelf saying something stupid in a different language? Nor could we, give us a call and we’ll sort it out for you.
For now… here are the top ten disasters we’ve seen this week. In no particular order… Read more
So how do Italians buy food, really? If you’re thinking of food markets in every town, brimming with people buying organic meat and vegetables directly from farmers, you may be in for a partial disappointment. In today’s Italy, most people buy their food at the supermarket.
That’s not to say that love for good food has disappeared. Modern life may be less bucolic, but supermarkets in Italy have come a long way in the pursuit of quality.
What an Italian supermarket looks like
At first glance, Italian supermarkets are very similar to any store in the UK. However, if you take a closer look you’ll notice that some products occupy a different amount of shelf space. For example, you could find:
- A limited choice of butter and a wider choice of olive oil
- Lots of different brands of mineral water
- Almost no presence of foreign wines
- A wider choice of local ham and cheese
- More calf and less lamb meat. Although less common, horse and rabbit can also be found.
At the same time, you could recognise many current food trends: vegan, vegetarian, gluten-free, organic, etc. Read more
The Retail Conference 2014 is taking place on Wednesday 17th September 2014 at America Square Conference Centre in London.
This is the 8th time conference takes place and as a well established event it became a key platform to share industry knowledge and discuss retail`s hottest topics. This year’s retail conference will attract between 150 and 200 delegates making it a fantastic opportunity to network with some of the leading minds in this sector.
A great example of the passion and professionalism found at this event is the founder and managing director of The Retail Conference, Clare Rauner. Known in the industry as The Retail Champion she is an expert in current and future trends and routes to success as well an exceptionally good visionary individual with a real feel for the market.
Clare wrote the books ‘The Retail Champion: 10 Steps to Retail Success’ and ‘How to Sell to Retail: The Secrets to Getting Your Product to Market’ both of these are an absolute must-read.
Personally I am very passionate about the world of retail and caught the retail bug whilst working in the industry with clients like Tesco and M&S. Working with these clients my company helps them to put their products on shelf all over the world by providing a language translation service specifically tailored to the retail sector.
The event will also be an opportunity to share opinions on matters that are important to retailers, subjects like what makes brands successful, how to conduct efficient market analysis and how to achieve effective true multichannel communication.
K International`s involvement in all this is to create emotional engagement with consumers regardless of the language(s) used. Two way communication between your brand and your consumers is a key builder of trust and therefore a vital element of your international retail strategy.
Some Presentations of Note
During the event I particularly look forward to seeing Jeremy Michael, Managing Director, Service Management Group. Service Management Group (SMG) is a research agency conducting store-level, ongoing customer experience measurement. The presentation will be a joined one with Bruce Gibson, Head of Retail, Hobbycraft. The tittle “Crafting the Future: How Hobbycraft has driven commercial success through listening to its customers” suggest that both listening to consumers and responding accordingly will be one of the key indicators that consumers mention when highlighting great shopping experiences. I wonder whether SMG had conducted studies on how translation and product adaptation to new regions influenced figures?
I am also very keen to see Karl Reindl, Managing Director, Youstice presenting “How to Build Consumer Trust in an Online World”. Technology is a key influencer in all industries, our clients talk about the ‘clicks and mortar’ business model (which we develop multilingual solutions for) and our own workflow technology is constantly being updated to handle the latest trends
Another interesting point of Karl`s presentation will no doubt be a discussion on the most effective communication channels for delivering customer care. I suspect that it will mention that how we communicate is crucial. To inform the customer about a product is not enough, we need to create a message that will be truly meaningful as this will be the catalyst to buy. If we think about it, with today`s content packed Online World the message needs to stand out to engage consumers, often the first two lines describing product will be all that customer will read, as we have more choice and less time, consumers will ignore boring, inadequate and dull messages.
Richard Wonnacott, Retail Business Consultant, Microstrategy will present on “Standing at the nexus of big data, business analytics and mobile”. Richard will present to highlight how important it is to efficiently manage information within the business. I look forward to seeing a presentation on how managing information can contribute to the success of a company as it is something that we have engaged in here, managing linguistic assets of our clients across countries and continents. Once your business goes global, you will face linguistic challenges both internally and externally. The staff will require training, the legal team will engage with local authorities, reports from local suppliers will be sent in different languages. Managing this asset centrally will guarantee consistency of terminology across communication channels.
I Hope to See You There
Looking forward to this great experience and I hope to meet real retail enthusiasts along the way.
Be very happy to talk about your language challenges and potential retail expansion plans. We are experienced partners to some of the UK’s largest retailers and would love to help you too.
Follow me on twitter be happy to meet up.
Thanks to the close relationships we have developed with commercial brands, we have engineerd a set of proven localisation services specifically for the retail sector. Over the years we have gained an indepth knowledge of the retail sector and their translation requirements when it comes to getting products on shelf abroad. While translation may only be a small part of the global sales process when viewed in isolation, its overall importance to the success of an international retail project cannot be underestimated . Here you can find 15 of our most popular retail translation focused resources, guides and articles that have been produced over the past few years. They will help to give you an understanding of the process of localisation and the role it plays in developing an international commercial business. Read more
24th Retail Week Live – The best yet?
Leading retailers are gearing up for an exciting spring in the English Capital this year. The Hilton London Metropole will be the place to be on March the 11th and 12th as the venue plays host to the renowned exhibition, Retail Week Live, now in its 24th year. I’m really looking forward to hearing from the industry’s top experts, and of course getting to meet up with a whole host of likeminded driven business leaders.
This year looks set to be a giant year for the exhibition, with more than 1000 attendees expected from all over the world. There should be a good mix of start-ups and elite retailers to give us all some good insights into what’s in store for the future of the retail industry. There are a number of presentations lined up focused on four key themes, The Consumer, The Brand, Retail Strategy and Innovation. I’ve selected a few of the key themes and presentations that I’m most looking forward to below. Read more
Here at K International, we are regularly asked by our clients what is actually involved in translation. There is not really one overall answer to this as it is very much dependent on how you intend to use the results. Some clients appear to see translation as a low cost means of increasing sales or even treat it as a complete after thought, a simple last minute process. With the advent of tools such as Google translate, this notion of a straight forward push button solution seems to be becoming even more embedded into people’s way of thinking. Read more
There’s no getting away from it: we live in a global marketplace. Despite some questioning the notion that globalisation is always for the common good, the vast majority of businesses will continue to look beyond their borders to grow revenues inline with their ambitions.
Once the preserve of big corporations, international trade is now so much more accessible, thanks to better communications, improved supply chains, faster payment infrastructures and, of course, the advent of e-commerce.
So it’s a particularly exciting time for SMES who, almost from the get-go, can start branching out and sell products overseas. However, increased opportunities like this usually come with increased challenges and risks. This is, perhaps, especially true for smaller companies which may not be as well prepared as their more established counterparts.
One such challenge is complying with the varied demands of food packaging regulations in all your target markets. Read more
Our CEO, Richard Brooks was recently interviewed by Caroline Scott-Thomas for foodnavigator.com. They discuss the challenges faced by food retailers when implementing the new FIC regulations and how quality translation is key to delivering information that meets the requirements set out in the legislation.
Pan-European food companies could be prone to major translation blunders as they look to implement new food labelling rules, says translation expert Richard Brooks.
You can read the entire article by pressing the button below
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.
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
A customer centric internationalisation company based around the dream that language shouldn’t be a barrier to business. We’ll be your voice in another language.
Translating 250 languages by importing and exporting a wide variety of popular content formats, including Microsoft Office, Adobe InDesign, Adobe FrameMaker, HTML, XLIFF, XML, JS, JSON, YAML, Drupal PO, Scalable Vector Graphics (SVG), and others.
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