Having worked with retailers for many years, Jonckers has established a great understanding of the eCommerce essentials required when localizing content. Selling globally online can be a minefield, with cultural pitfalls, linguistic obstacles and simple word for word translation just don’t cut it when trying to communicate a product across multiple regions. We do things a little differently at Jonckers, so much so, that we designed and developed a tech platform specifically with eCommerce needs in mind. WordsOnline allows a faster, more efficient turnaround of online retail content, meaning our global partners, get their products out to market quicker!
A Picture Speaks A Thousand Words
We all shop with our senses. Touch, smell, sight, they all contribute to our retail experience. But online is a little different. Consumers do not have the product to hand, so accurate product information is vital when communicating to a customer. Being able to create an image is one thing when translating, having an image as a reference, well, that’s even better. That is a key feature Jonckers have built into WordsOnline. Our partners can not only upload the content they want translating, but they can add visual aids, to assist the linguists in creating the best copy for that product. As we mentioned earlier, word for word translation does not always represent a product in its best light. So creative licence can come into play with the aid of visuals, as the translators now get a vital look into the product dimensions, materials, colours. Pictures help our crowd of resources generate the best product descriptions faster, generating better results for our partners.
Speed Is Everything
As a retailer, when you have something to shout about, something to sell, you want to do it NOW. There is no time to waste in this sector, if you aren’t communicating your product to your customers, you aren’t selling. That is a lesson Jonckers have learnt over a number of years working with huge names in the industry. Processing masses of information on a daily basis is key in delivering on a client’s needs and expectations.
So how fast do eCommerce brands want a translation? Well, traditional methods could take days, this was ok for the dot com boom era, but with the dawn and continual evolution of online retail at our fingertips on smartphones and tablets, speedier results are not required. So, with that in mind, Jonckers took to developing a feature in WordsOnline that allowed its users to monitor the progress of projects and content conversion in real-time! There is no faster solution than real-time, continuous delivery of bulk content so that once it is ready, our customers can instantly use the converted translation.
Creative Campaign Content
Global brands and retailers rely heavily on sales campaigns. Some businesses start campaign planning with a holistic mindset, thinking that if they generate a strong message, that will suffice across all regions. However, some businesses have learnt a vital lesson from this mistake. When brands want to use a ‘campaign message’ or ‘tagline’ across multiple countries, it is imperative that the message is quality checked as sentence structure, colloquialisms, word ordering all come into play and this is when messages ‘lost in translation’ can really harm a business.
To combat such mistakes, Jonckers offers a transcreation service. This is the use of qualified, subject matter experts, in the conversion of content, using a creative writing approach. The transcreation can communicate the same/similar message by using more appropriate tone and language. This can come into play for the simplest of reasons mentioned above but is often a commonplace when brands want to ensure culturally appropriate localization when communicating to customers who may have different beliefs, traditions or have culturally sensitive mindsets.
To summarize, these are just a few things to consider when localizing for eCommerce. There is a number of things to consider when delivering the best message. WordsOnline is a feature-rich platform that takes a comprehensive