How Personalisation & Localisation Drive A Better Ecommerce Experience


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On 14 May 2014, Lab and Capita Translation and Interpreting came together at The Hospital Club in London to talk about how brand storytelling, personalisation, and language have a huge impact on ecommerce success. To learn about future events, follow @LabDigitalUK on Twitter.

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  • Welcome!OverviewQuestionsDrinks
  • Reference other speakersMobile phone buzzing fact
  • AND Capita who are here today with us
  • We’re going to get into localisation and some cutting edge personalisation that is happening right now a little later onFirstly I wanted to set the scene on why personalisation is such an important factor for all of us right nowAnd this is because when we fully understand the why we can then deliver personalisation far better
  • 90% of ALL DATA created in the last 2 years!!!This is on an upwards trajectoryWe now have watches, cars, glasses that are creating data at phenomenal rateEngage in a fast way to keep up with this – MUSTTo highlight this digital data revolution here’s a video
  • Generation ZI was round at a friends house recently, two young kids (3 & 5), we were having a conversation and the TV was on, I looked over at one point and the 5 year old was trying to zoom on a TV like you would an iPad then looking confused when it didn’t work! Got to remember while we may still struggle with this concept the next generation and the one after that will not.Where a magazine on the floor is broken iPadMeans more and more data will be created
  • This growth in data represents great opportunity when we start making use of itConnecting the data dots to make new discoveries is what is driving personalisation
  • But what’s the old ABC of sales I hear you ask??This short clip from Glenn Garry Glen Ross will demonstrate
  • When you had fewer place to go to buy that productWhen the seller had more information than the customerNow the customer quite often has more information than the seller
  • When you really think about it you sell to people every day no matter what job you doTrying to get a colleague to get on board with an ideaTrying to get your partner to watch a particular filmInterviewing for a new job and selling yourselfBUT the irony is we hate being sold to – we hate people that give us their business card and pitch themselves before they’ve asked our name, we hate the increased pressure sell, we hate being told what to doAnd so the old ways don’t work anymoreThe balance in power has shifted and that has caused a change in approach
  • Attunement – really understanding what your customers want, what they are talking about, how they talk about itBuoyancy – creating experiences and conversations online that are two way and across all my devicesClarity – stripping back and simplifying your message so that it gets through to me with all this noise
  • Glue that links all these personalised journeys and conversations together
  • We’ve telling stories since the beginning of time
  • I’m sure we can all recount times when we thought of the next chapter in our lives, or our family or our kids
  • What’s changed with digital? One of the big things is interactionAs consumers we’ve gone from passive to activeWe’re now interacting, we’re commenting, liking, sharing and contributingWe’re want to be part of the experienceLast year the phrase “digital detox”, to take a break from electronic equipment, was added to the Oxford dictionary but ironically only the online version
  • You decide where to startShorter attention span, huge amounts of data being created We want content across sites and devicesWe are part of the conversation and want to be spoken TO not at It’s constantly evolving
  • These are what prompts interaction, a conversation, a shareThis is what successful brand storytelling is about
  • Just because you can now contact me across all these channels it doesn’t mean I want to be sold to on every single one!!This mass market approach has changed dramatically due to the amount of data available, consumers want personalised easily accessible content
  • Customer centric approach
  • Customers now have information in abundanceIt’s about creating clear easy pathways to thatThe age of the customer is about putting them at the centre, It’s about a much deeper understanding of your customers
  • Everything on my mobileLinked to my card so there’s no payment hassleThe driver rates me BUT I also get ratedThe route and costs are emailed to me straight afterI can upgrade the car to really feel like a VIP or rock starCustomer at the centre of this
  • Accessed on all my devicesPersonalised recommendations based on what I listen toI can now even get hyper local suggestions based on where I am and what people around me are listening to
  • Accessed on all my devicesPersonalised recommendations based on what I listen toI can now even get hyper local suggestions based on where I am and what people around me are listening to
  • So where are we?We are in a position now where data is driving creativity, and creativity is driving more data AND this goes round in a virtuous circleThe brands that get this right are the ones that continue this while putting the customer at the centre
  • The question you need to be asking is…How does your brand connect with the customer and make them the hero?
  • IntroStatsChallengesStrategyROIQuestions
  • 510million active websites globally, with 14.3 TrillionWebpages, live on the Internet.With more than 1 million people logging on to the Internet for the first time each day, predictions are that by 2030 the whole World will be online.Wikipedia runs 222 languages!Intro page on language and e-commerceShopping habits around the world – Chinese spend 10 hours online per day vs 3 hours in US
  • Intro page on language and e-commerceIn an increasingly multilingual world, the need to communicate in different languages is greater than ever. Each brand attracts different audiences depending on geographical locationPepsi's "Come alive with the Pepsi Generation" translated into "Pepsi brings your ancestors back from the grave", in Chinese.Coors put its slogan, "Turn it loose," into Spanish, where it was read as "Suffer from diarrhoea".
  • IntroStatsChallengesStrategyROIQuestions
  • A survey of global web users showed that 52.4% buy only at websites which present information in their language.85.3% web users from the survey stated that having information in their own language plays a critical role in buying financial and insurance services.Web users prefer local payment methods and currency for buying purposes online.More than half of the respondents stated that they would buy from a global brand than a local one. Brand value and awareness plays a critical role in influencing buying behaviour online.For example, those who are proficient in English are eight times more likely to buy products or services on English-language websites than respondents who aren’t. Seventy-four percent say that they’re more likely to purchase the same brand again if the after-sales care is in their language. + CSA statsCommon Sense Advisory* research indicated, “…billions of people don’t read English at all or well enough to make buying decisions, so they’re increasing information in other languages to reach many more prospects.” Data matters and the experience can impact your overall ROI simply by not following through the entire customer communication experience.
  • IntroStatsChallengesStrategyROIQuestions
  • Where do you even begin? – markets, languages, strategy?ServicesStakeholder buy in – who is involved – IT, marketing, brand manager, e-commerce – brand alignmentWhich languagesWhich markets
  • Issues such as language, returns philosophy, legislation, fiscal differences and method of payment make the internationalization of eCommerce extremely arduous. You need to chose the right partners – Lab and capita and magento
  • IntroStatsChallengesStrategyROIQuestions
  • Markets - top countries x number of languages spoken in those countriesUSA $176.2 bn104UK $68.841DE $53.1231ZH $48.328JP $4527FR $43.326Brazil $7.95
  • Intro page on language and e-commerce12% of world pop. Are in USA and W.E – but 60% of spenders
  • To reach 80% of worlds population needs 12 languages (zh, en, es, jp, pt, ar, de, ru, fr, id, ko, it)37 languages will reach 98% of population. Languages will increase as time goes on23 languages will meet 90% of web users (21 in 2012)36 languages will meet 95% of web users (34 in 2012)Spending capabilityTo reach 90% of economic opportunity need 13 langs (en, jp, de, es, fr, zh, it, pt, nl, ko, ar, ru, sv)Less languages will be required over timeZH captures 22% of people, but only 7% of spending powerJP captures 4% of people, but 10% of spending powerOverserved languagesMacedonian, estonian, latvian, bulgarian, slovenianUnderserved languagesArabic, persian (farsi), indonesian, hindi, hebrew
  • Most important languages on web are EN, ZH, ES, FR, DE, JPBut for high tech sector: ZH, JP, TW, ES, KOFor energy sector: ES, RU, ZH, FR, PT, DEManufacturing: ZH, ES, FR, PT, DE, JP, IT
  • What services, technology etc.For example, did you know that people in Russia tend to use Yandex rather than Google? And people in China use Baidu? These are vital distinctions if you are planning to target these countries. 
  • Mobile friendlyRich media – video - 76% marketers are adding video to sites over fb and youtube62% of the above data traffic is for Video streaming itself.South Korea is a global forceRicher than Spain and NZ1960: 1 phone between 300 people. Now 60% pop has a smart phoneNumber of mobile phones to exceed world population by 2014Desktop users are about 40.67% of the total active users.Tablet users (Tablets, Tabs, Palmtops etc. . users) = 21.10%.Mobile users (Smartphone and other handheld device users) = 38.23%135,057 - Monthly posts by Facebook pages in Brazil, the most active country.1.6 Billion - Active Facebook users world-wide.48.454% - Active Female users of the above total.3.459 Billion - Facebook likes everyday.234 Million - Active Twitter users.165.25 Million - Active Google+ users per month.6.2 Billion - Google's '+ Button' used.16.54 Million - Vimeo users worldwide.5.215 Billion hours - Video watched in a month (All websites combined). 8.254 Pb (Petabytes) - Photos added to Facebook every month.426 Million - Photos added to Facebook everyday.73 - Photo are uploaded to Instagram every Second!.19% e-commerce purchases in China are made from a smartphone Peer advice – reviews - multilingual
  • Sourcing Talent0- Delivering translation and proof-reading services in multiple languages takes a high level of skill and expertise. 1- Each of our translators undergoes a rigorous vetting process before they are involved in a project – we obtain references, implement contracts and carry out independent panels that assess quality.
  • Sourcing Talent0- We constantly update and refresh our pool of linguists and we’re always on the lookout for new talent. 1- Our translators and proof-readers are supervised by our in-house team of experienced project managers, who develop an in-depth knowledge of your requirements, 2- meaning you can be assured that we’ll have the right person, and put them on the job to best meet your specific needs on each and every project.
  • IntroStatsChallengesStrategyROIQuestions
  • Optimum Nutrition0- Manufacturer of sports nutrition products. Available in 70 different countries but UK was best market. Uncertain whether website localisation was the best option – would they get an ROI, which languages, would provide best return. They also required quick turnaround on the thousands of products they launched – they needed the translations ready when the product was or they could lose out on sales. 1- The decision was made to trial French and German, their 2 largest markets, which Capita provided. Capita worked with ON to develop a service that met the quick turnaround requirements of the customer. To offer further peace of mind to ON, their team worked closely with Capita to select the translators that were used on the project through an interview process. This ensured that the selected translators understood and could do justice to the ON brand and the complexities of the products. 2- As a result of the localized website into just 2 languages, the e-commerce sales for ON doubled, they saw a 30% increase in their website traffic and now have a full localisation plan for all European languages.
  • IntroStatsChallengesStrategyROIQuestions
  • Reference other speakersMobile phone buzzing fact
  • Channels across the different sites and devicesEngagement from campaigns, offers and messagingAND Intelligence collected on the back of this that allows us to improve and evolve our offeringThis leads into a customer journey that is far from straight forward
  • Being able to provide relevant content and conversations at each of these stages is the challenge
  • Travel industry – kids, holiday type, destination etcFor example the information you get when a user complete a search on your siteIf someone has entered they have children in a search field and you’re not tailoring the content to show family
  • Communication discussion point – is it helping or hinderingIf it wasn’t for the human being the technology wouldn’t make sense. The technology is there as the glue.
  • World is changingDelivering experiences that are customer centric is now hugely important
  • Privacy discussion point – value exchange for information AND trust that you will use it in the right way
  • Spotify earlier where a good example of a brand staring to use contextual personalisation by deliveringPlaylists based on my music tastes and my location
  • I was headed out to a conference in NYWhile on the plane I tweeted “can’t wait to get to hotel. Hope to have lunch at the Spotted Pig and watch the Knicks play tomorrow”A few hours later as I walked into the hotel I was exuberantly greeted“Welcome Mr Head, we’re so glad you’re here. We saw your tweet. The restaurant you wanted to try? We have a table for you.And the tickets for tomorrows game, they are in your room ready for you”.A dream travel experience, right?Alas it was a dream. Instead I was just handed my keys during check in.But it could of happened and what if we took this as the benchmark, what if we tried to achieve this. What impact would that have on our customer advocacy. That’s what we strive for here at Lab.
  • Feel free to tweet throughout!
  • How Personalisation & Localisation Drive A Better Ecommerce Experience

    1. 1. Personalisation, Why Bother?
    2. 2. Why Personalise? 1. The data explosion 2. The new ABC of sales 3. Brand storytelling 4. It’s all about me
    3. 3. Source: AllTwitter -
    4. 4. Source: IBM - http://www-
    5. 5. Everything that can be digitised WILL be digitised
    6. 6. The New ABC of Sales
    7. 7. Then Buyers faced minimal choices Information asymmetry
    8. 8. Now we’re all in Sales BUT we hate being sold to
    9. 9. The New ABC • A – Attunement • B – Buoyancy • C – Clarity
    10. 10. Brand Storytelling
    11. 11. Brand Stories Authentic Clarity Emotive
    12. 12. Story Telling Not story yelling!
    13. 13. It’s All About Me!
    14. 14. Where are we now?
    15. 15. SO.LO.MO.HERO
    16. 16. Uber Experience
    17. 17. Spotify Experience
    18. 18. Customer Hero
    20. 20. Capita TI – Did you know? Fastest growing LSP 1000 medical claims per week 30 seconds, 24/7, 365 LOCOG: 100 linguists, 24/7, 12 days 35% e-commerce growth in 3 months
    21. 21. Value of Language Statistics Strategy Challenge s ROI Questions
    22. 22. Internet User Habits
    23. 23. Web Users vs. languages required 3 6 3 4 2 3 2 1 90 % 95% 2012 2014
    24. 24. When brands get it wrong
    25. 25. Value of Language Statistics Strategy Challenge s ROI Questions
    26. 26. Is language important? “There is an absolute need to talk to customers in their language. Before, it was acceptable for a brand to just be visible, but now it needs to be human.”
    27. 27. Why is language important? 53% >50%85% 74%x8
    28. 28. Value of Language Statistics Strategy Challenge s ROI Questions
    29. 29. £ ?
    30. 30. Benefits YOU eCommerce E-Commerce – An Arduous Task Time
    31. 31. Partners for Successful Internationalisation Consultancy SEO & System integration Additional localisation (multimedia, SEO) Update, expand and maintain Design, Build & Test Localisation Audit
    32. 32. Value of Language Statistics Strategy Challenge s ROI Questions
    33. 33. Target markets £104bn 41 26 £28bn £7bn 31 27
    34. 34. Language and e-commerce
    35. 35. Availability vs spending capability Z H D E R U F R ID K O IT A R P T J P E S E N 37 languages Z H D E R U F R N L K O IT A R P T J P E S E N S V 4 % 22% 10% 7%
    36. 36. Over and Under Served Languages MC BG SLNLTVEST PS HN HBIDAR
    37. 37. A Personal Approach: Brand and Product E N Z H E S F R D E J P T W K O R U P T IT
    38. 38. ! Failing to Plan, Planning to Fail…. Preparation Planning People Proactive Partners Structured, streamlined process Quality and Success Fast wins Easy Shipping Specific country catalogues Customer experience and after care Format, currency, payment US <>UK Local URL and phone Legislation Localisation Strategy
    39. 39. Translation & Proofreading Multilingua l SEO Website localisation Design, Integration & Testing Machine translation Multimedia Localisation outsourcing Post editing CMS TMS
    40. 40. Food for thought….. 76% 62 % 38% 21% 234m 5.2b n 3.5bn
    41. 41. Localisation skillset CHECKED CHECKED CHECKED CHECKED CHECKED
    42. 42. Project A Project B Project C Project D Project E Sourcing Talent Worldwide
    43. 43. Value of Language Statistics Strategy Challenge s ROI Questions
    44. 44. Website localisation into French and German Quicker turnaround times Heavily involved in linguist selection for peace of mind Return on your Investment Sports Nutrition Products Multilingual e-commerce offering Quick turnaround required for product launches Doubled e- commerce sales Other languages 30% Website traffic growth
    45. 45. Proven Track Record Working with Capita Translation and Interpreting gives us close control over our localisation requirements, while Capita deliver quickly and efficiently. Through using localisation and by working with Capita, we were able to double our online sales in 2012, which was a real success for us, and we look forward to developing this channel in other European markets during 2013. Sara Trechman Head of Marketing
    46. 46. Value of Language Statistics Strategy Challenge s ROI Questions
    47. 47. Contents 1. The new customer journey 2. Personalisation 3. What the future holds
    48. 48. The current landscape
    49. 49. The New Customer Journey Search on Google Purchase Google competitors Limited time offer Download/ view related content Conversations online around content Watch video I want to buy… How do I decide? Visit website Read 3rd party review Receive email offer Orchestrated Marketing Based on keywords, make Recommendations, Show relevant images Email based on areas of interest from last web visit Recommend Links or content in follow-up email Visit Facebook page and Like 30 day e-coupon To increase urgency Ask peers Share and like content – not necessarily around core product/service
    50. 50. Personalisation - What is it? More than just adding my name Interpreting behaviour Creating easy access to relevant information
    51. 51. Personalisation – Behaviour
    52. 52. Visit Data Being Tracked & Analysed
    53. 53. My Profile Being Updated Based on Behaviour
    54. 54. Site Reacting Based on Behavioural Profile
    55. 55. Home Page Personalisation
    56. 56. Personalisation – Rules Based
    57. 57. Picked Up Campaign and Extracted Search Terms
    58. 58. Understanding Intent Delivering a different experience based on intent
    59. 59. Brightcove Video
    60. 60. An exciting time Technology reinventing how people connect
    61. 61. Econsultancy report 85% of respondents said it is fundamental to their future business success to provide experiences that are responsive to customers based on real-time behaviours. Furthermore, those that are currently implementing real- time marketing reported a 26% uplift in their conversion rate on average.
    62. 62. The Future - Contextual Personalisation “The circumstances that form the settings for a user which then enable relevant information to be delivered enhancing experience.”
    63. 63. Relevant content driven by data –Recorded/provided –Behavioural –Location based sensors –Social
    64. 64. Trust is the currency
    65. 65. Location & Weather Data
    66. 66. Location & Event Data
    67. 67. Customer engagement will become more important than ever as businesses realise the importance of reaching out to people on an individual basis Just a few months ago…
    68. 68. @LabDigitalUK