It seems surreal that in this day and age, we can order almost anything we want or need online - even if the item is located halfway across the world!
Just recently, I had the opportunity to order from a store located in Japan -- something that would not have been possible without a translated and localized version of that retailer's website.
Had this Japanese retailer’s site not been localized, I would have struggled with translating the site’s content to buy a product I really wanted! With just the click of a button, I was redirected to a site tailored to the market where I am located - with all of the product copy in English and prices listed in USD.
Because of a localized experience, this retailer gained a sale from me, literally on the other side of the world. This was all made possible by the professional translation of product information.
Believe it or not, offering a completely localized experience for retailers has become easier than ever thanks to the beautiful combination of Product Information Management (PIM) systems and Translation Management Systems (TMS).
What Does Product Localization Entail?
Before we dive deep into how you can utilize a PIM alongside a TMS, it’s important to understand the building blocks of product localization. Localizing your brand's experience requires the translation and adaptation of multiple elements to better resonate with a new audience.
Translate Product Information
First and foremost, all product info (descriptions, names, titles, etc.) needs to be translated properly and accurately.
Adapt Media
Any and all content beyond written text must be adapted, as well. One great example of this is the pictures of clothing models on a clothing website. You may want them to look like the customers in your target market.
Convert The Numbers
All of your numerical information must be localized as well. This means adjusting pricing, measurements, sizes, weights, and any other numerical product information to what’s standard in the target market
Local SEO Optimization
The localized version of your brand experience should be accessible by that new audience you're attempting to reach. Optimize your SEO approach based on the demographic and language targeted. Regulation Compliance - Depending on where your brand is selling, ensure that all taxes, return policies, warranties, or any other related agreements comply with local legal guidelines or regulations.
Localize Product Offerings
Not every market will have the same needs or wants, and what is a hot ticket item in one country may struggle elsewhere. By offering localized product offerings, your brand can create a personalized experience for shoppers.
Beyond just translation of names and descriptions, as you can see, product localization includes a wide variety of adaptation.
By combining the power of a PIM solution and a TMS, brands can ensure their product catalogues are localized with the most relevant and up to date information for every market.
What Does a PIM Solution Do?
Product Information Management (PIM) solutions enable brands to manage, update, organize and store their product information within one centralized platform.
PIM solutions house quite a bit of information, from basic product data to marketing assets, and even technical specifications.
While your exact needs might differ based on your business, in general a PIM solution will include:
- Essential Product Data: SKUs, UPCs, product names, titles and descriptions
- Product Organization: Categories, labels and variations
- Technical Data: Product measurements, materials, ingredients or warranties
- Digital Assets: Images, videos, documents, PDFs
- Marketing Data: Keywords, personas, SEO information
- Sales Information: Prices, taxes, warranties, and user-generated content like testimonial and customer reviews
- Design Specifications: Style sheets, assembly instructions, designer notes
- Channel-Specific Information: Amazon listings, mobile descriptions
Thanks to the internet, we as consumers now have access to a massive selection of things to spend our money on.
While it might be fun for us as consumers to browse through all these options, it can prove difficult for retailers to manage, maintain and update all of this critical information without the centralized source of truth that a PIM solution provides.
Translate PIM Data for a Localized Buying Experience
Offering a localized experience to buyers has become critical for growing your brand in new markets.
Maintaining and organizing all of your product data can prove challenging and demanding. This only intensifies when expanding into entirely new regions, with each region introducing an entirely new localization project, and a whole new set of data.
This is where the benefits of using a PIM for translation and localization shine:
- Stay Organized and Effective - A single source of truth for all your product information, in all languages, enables a more agile and organized team.
- Translate Only What You Need - When you integrate with a TMS, users can select only the specific fields they want changed for localization, minimizing the amount of data being translated and associated costs.
- Move to Market Faster - By organizing your efforts, translating only what is necessary, and automating the process for agility and simplicity, your brand can enter new markets even faster.
Integrating your PIM with translation software like Smartling simplifies the proces of translating product inf ormation. All of that data will automatically be pulled into the TMS from your PIM where it can be translated professionally for the highest quality results.
Translate Your Product Information To Capture New Buyers
Offering a localized experience to buyers has become critical for growing your brand in new markets.
When it comes to retail and eCommerce, localization refers to the translation of product information, like the previously mentioned data stored within a PIM solution.
If this all leaves you wondering "how do I get started?" then reach out! Book a demo to see Smartling in action and learn more about how your brand can develop a multilingual product management strategy.
