It’s no mystery that international markets are more accessible than ever, but that also means there is more competition than ever. This is why it’s important that companies have strong localization campaigns.
According to this study by CSA Research, 40% of people would not consider buying a product from a website that is not in their language. This report compiled by the National Retail Federation found that 83% of consumers care more about convenience than they did five years ago, and 97% of consumers have backed out of a purchase due to inconvenience.
It’s pretty clear that both understanding and easy use are important for engaging a consumer base. Let’s take a look at some real-world examples of great localization strategies.
Nestlé and Kit Kat
You’ve most likely heard of Kit Kat, but you may not know how popular the candy bar is in Japan. In fact, there are more than 200 different flavors of Kit Kat, which is part of the reason why it is so popular. Nestlé found popular flavors trends in Japanese cuisine and incorporated them into Kit Kats. The company worked with a popular pastry chef, Yasumasa Takagi, to create the flavors. As you can see, Nestlé was careful to consider things specific to Japan to better tailor its product for the region and had great success.
The World Wide Fund For Nature
The World Wide Fund for Nature (WWF) is a non-government organization with the goal of raising money for conservation. It’s important for the group to engage communities all across the world since a large portion of its money comes from contributions. One way it achieves engagement for specific regions is by localizing its website with not only language but also specific ecosystem information based on the area. For example, if you visit the English website, one of the top stories is about how bison help grasslands, but on the Spanish version of the website, that story does not exist. Instead, there are stories that are more specific to Spanish-speaking regions.
If you have the opportunity to check out Netflix in a different country, you may be shocked at how different it feels. Netflix releases a lot of self-made content, and most of it is targeting specific regions. Sacred Games, for example, is starting to become somewhat popular outside of India but is immensely popular in India.
If you have any localization needs contact International Translating Company.