In today’s post-GFC (Global Financial Crisis) world, the economic scenario is such that many countries are witnessing slow or saturated economic growth rates resulting in lower demand for their products and a shrinking customer base. E-Commerce is emerging as a great alternative to traditional ‘Bricks and Mortar’ business to increase the reach, using technology as an enabling platform.
What does ecommerce localisation mean?
Ecommerce localisation essentially means translating the businesses online profile and all its digital assets like blogs, images etc. into the language of its target customers. The translation process incorporates local cultural sensitivities and practices which will enhance the acceptance of the product in the local market.
Websites are localised to communicate with the local target market effectively and efficiently in their own language. It helps the company build trust and acceptance among the target audience.
For example, businesses can optimise localisation for developing effective Geo-targeting strategies thereby optimising their mobile presence globally. This also enhances the quality of user experience with the brand across multiple devices.
Benefits - “Customer Journey and the Moments of Truth”
1. “Without Awareness there is no Consideration” (Brian Solis)
In his book ‘Winning the Zero Moment of Truth’, Jim Lecinski introduces instances when shopping decisions break down into a series of ‘Moments of Truth’ where each requires special understanding to assist the customers decision making journey. In the ZMOT stage, either driven by stimuli or need, customers search and research i.e. Google first. SEO experts realise that to win this moment the webpages must be optimised to beat the competitor’s website.
2. First Moment of Truth (FMOT)
This is the initial few seconds after your customer first encounters your product on the shelf or online. If the product is not localised for the target market, the company risks losing that customer almost straight away. Organisations must therefore not only consider translating their product information but ensuring that all images and packaging design are appropriate for their target market, appealing to their senses, values and emotions.
3. Ultimate Moment of Truth (UMOT)
According to Brian Solis , this is the ultimate test for the company and its product where customers convert their experience into searchable review (e.g. blogs, testimonials, reviews etc.). So, if it is a Japan specific website the company will want the client testimonial to be in Japanese across all its shared-earned and paid media channels. Marketers must remember, in this networked eco-system, one person’s UMOT is another person’s ZMOT.
Planning a great customer journey is the key driver in any digital experience. This journey which will include many online touch-points must at all times reflect a message which the business must deliver to its customers. The message must be in the language which the customer understands, culturally sensitive to the culture where the customer lives and lastly, the information must be presented in a way which is accessible to the customer.
By Alex Fairie, Director of European Operations and Megh Shetty, Manager- Marketing and Communication, Oncall Interpreters.
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