Retailers are more confident than ever before to follow other high street brands on to the international stage. The fast moving pace of technology means that the online world has become a smaller place with no barriers, and the opportunity for retailers to work with their marketing teams to reach and engage with this rapidly expanding universal audience is now wide open.
My advice from a digital marketing perspective would be - don’t rush it. A website acts like a shop window in every country a brand has a presence so needs a considerable amount of time and investment to get it right. Taking a brand to the global stage is not just about translating its original website and launching it in each country – to simply translate content is missing the point, so don’t take any short cuts. It’s about having the necessary expertise and a solid understanding of what works in each individual market, from language through to cultural nuances, in order to make it successful.
From web page layout, to word definitions and cultural preferences, countries have widely varying practices. Using a standardised template and failing to pay attention to detail will inevitably lead to a decline in sales and general interest in the brand online. The real secret to success comes down to understanding the linguistic and cultural differences that not only attract and convert new customers but also encourages them to continue returning.
Online shoppers expect more from their retail providers in terms of personalisation. So, to keep new visitors on a retailer’s website and convert them into customers, familiarise yourself with local market needs, behaviours, competition, trends and many other influencing factors. This could include anything from the number of drop downs on the homepage, the colours you use, to the common method of payment. For instance, red means luck in China, beauty in Russia, danger in Germany, but more importantly should be the colour retailers use when displaying discounted prices on their websites in the US.
It’s important for marketers to develop this kind of knowledge and insight by taking the time to carefully research what works in each region. Even the largest retailers have stumbled in their global moves by failing in their approach to digital marketing to consider style and cultural differences. So make sure you’re not one of those who fail – always consider local when you are working with brands that are going global and you won’t go wrong.
By Greig Holbrook, Managing Director at Oban International
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