How to Give Each Customer a Native Brand Experience at Scale
How to Give Each Customer a
Native Brand Experience… at Scale
Gain and maintain loyalty, in any language, all cultures, and every market.
Native Brand Experiences
At the heart of every native brand experience must be the
consumer or buyer’s interests – it is the experience they have
with your brand that matters most.
Five Pillars of Global Marketing
and 20 questions retailers need to consider.
What time is it in your
Which holidays are on
Are you offering customers
want, at the time
they want it?
Will customer service
call at a time that is
convenient for the
What do people in your
target market like?
Which trends and
preferences exist there?
Are you selling the
right items to the
right people in the
Will your customers want
a quinceanera / sweet 16 /
prom / bat mitsva
What do you need to adapt
to your target market?
Which local twists do you
need to know about?
Are you ‘hitting the mark’
or is it possible you are
doing more damage
Will your brand, content,
and products or services
be welcome as a ‘local’
What currencies are used in
your target market?
Which payment methods are
popular and expected?
Are you providing the
full range of options to
ensure ‘payment’ is
Will your customers
abandon their carts at
checkout or stay to
What delivery methods exist
in your target market?
Which delivery options
should you offer?
Are you losing out to
third parties – such as
Amazon.com – due to
Will your customers
purchase your product
from you directly
Founder, Managing Director
The GRIN Labs
Better relationships, better conversion rates
45% increase both in visitors and conversion rates
Acquire more customers around the world
75% of people prefer to buy online in their mother-tongue
Exponential growth from international markets
95% of consumers worldwide are outside of the US
The Big Opportunity
and how retailers achieve global objectives.
Consumers everywhere are less forgiving of
brands they don’t know...
… and how better to get to know someone than by speaking their language!
US App Users Leaving Global App Users Leaving
Within 1 Month Within 3 Months Within 1 Month Within 3 Months
Translating content the traditional way:
(Just ask anyone who’s ever done it, managed it or depended on it.)
involves multiple stakeholders
takes too long
multiplies problemsis process-heavy
So, how can retail brands get it right?
✓ Command of local dialects and regional idiosyncrasies
✓ Commitment – across the organization – to observing and honoring cultural
appropriateness and sensitivity
✓ Detailed awareness of the variables across global markets – from currencies
and customs to products and preferences
Native brand experiences
Achieve a more dominant global position by
enabling a better approach to global content.
Create multilingual content strategies that
resonate with consumers around the world.
Technology removes the friction caused by
traditional translation processes, allowing
brands to focus on what truly matters...
… delivering native brand experiences.
The right message:
▪ Brand guidelines
▪ In-country marketing
The right strategy:
The right technology:
▪ Seamless integration
▪ Task Automation
▪ Customizable workflows
▪ Translation Memory
What does this mean in practice?
How to give each customer a native brand
experience — at scale…
Technology can enable brands to consistently
provide truly native brand experiences… from
websites and applications, to documents and
more, to allow for enterprise-wide integration.
… and that’s why you need translation management software.
What are the benefits of using the right tech?
■ Brand consistency
■ Complete control
■ Efficiency and reliability
■ Manageable process
■ Predictable costs
■ Real-time translation memory
■ Scalability and flexibility
■ Seamless integration with your existing tech stack
■ Transparent in-context translation processes
■ You choose your vendors
(today, tomorrow, and beyond)
Brands that get it right:
▪ 15 European countries
▪ 7 new languages
▪ In less than 4 months
Challenge Ecommerce platform Results
✓ 30,000 words in < 3 months
✓ Now only 1-2 hours a week
✓ 5% traffic, 3% sales non-US
▪ Users in 150+ countries
▪ Growing global customer base
▪ 6 new languages
▪ < 2 months to holiday season
✓ 6 new languages
✓ In just 3 weeks
✓ Doubled holiday sales
(2014 vs. 2013)
Change the way you create
Follow us @smartling for updates.