August is here, and with it comes those much longed-for holidays. It's time to travel, go to restaurants, shop, and much more. Pre-holiday preparations can stress us all out: there are tickets to buy, hotel reservations, etc. Thanks to the internet and all its various platforms, this process is now much more manageable: we have online shopping, devices, and mobile apps, all of which make it easier for customers to access everything they need with just a click. To get to this point, businesses need to adapt the way they communicate with their customers, and make sure all their channels are well-integrated to give their customers a positive shopping experience. Today we're looking at what an omni-channel strategy is, and why it's so important to translate content.
What does omni-channel mean?
When we talk about omni-channel we mean the process of bringing together all the various channels a business uses to communicate with its customers, both offline and online, to ensure there is coherency across the board whilst making it easier for consumers to access a brand. For example, if a consumer has bought a product via an online online and would like to return it, they don't necessarily need to send it back: using this strategy all they need to do is go to their nearest physical store and return it there.
Factors to consider in using this strategy
The aim of any business is to make sure that customers have a positive buying experience, and that if any issues do occur they can be dealt with as quickly and efficiently as possible. The best way to offer all this is by using an omni-channel strategy, as it's now proven to increase conversion rates and reduce bounce rates. Many businesses are already implementing such strategies - and with particularly positive results. Among the most well-known are Zara, Disney, and Starbucks.
What needs to be taken into account when implementing this strategy?
A 25 year old who only uses their mobile device is not the same as an older person who isn't yet familiar with newer devices and prefers to go to a physical store.
The next step is to look into which channels customers coming to our businesses are using, to work out the most effective way of approaching them to ensure a sale is successful.
A customer comes to your website but is uncertain and ends up abandoning it. Thanks to technology, when a customer reaches you via a different channel they will be shown the item they were contemplating buying, which could provide an incentive for them to make the purchase. This is all possible thanks to artificial intelligence, algorithms, process automation, and many other factors that are essential when it comes to unifying processes and increasing sales.
Why is it so important to translate omni-channel content?
We've already talked about how if we want to communicate with our customers we first need to research them, so that we know what they're like, where they're from, and how they get to us. If our audience comes from different countries it's logical to think that content should be aimed at them specifically, and that all channels should be translated into their own languages to make it more personalised. These are the most common channels used by businesses and they should be perfectly translated:
- Website: this is our shop window, and in the majority of cases it's where sales will be completed. We've already looked at how important it is to get your website translated well in other posts; and if you want to reach more customers, it needs to be localised.
- Social networks: companies use this channel to attract their audience, either with content to motivate them to take action, or to communicate with them about issues that could be of interest and build a relationship that way. It's no use having a well-translated website if the content uploaded to this channel is not.
- Advertising: both offline and online advertising lays the foundations for attracting customers to our business. It's all around us, and in the majority of cases we have it to thank for people coming to our website or physical shop. Content on this channel should also be adapted to all languages. If we have a customer in Brazil, for example, and they see a banner advert in Portuguese, it will always be more effective than if it had only been translated into English. And this effectiveness will only increase if we use a transcreation (creative translation) to make really powerful advertising campaigns. Moreover, if a customer sees an advert in their own native language, and then visits a website that is also in their language, getting the sale is much more likely.
- Newsletters: many customers subscribe to newsletters to get information, news, or promotions that they will be interested in and will prompt them to buy again. If the content of this message is in their own language, the user is much more likely to buy again. If you want to do this you need to have a database that's well segmented according to different countries, with content adapted to each language and culture.
We'll never get tired of repeating the fact that nowadays, having an online presence is the same as having an actual presence anywhere in the world. If you want to advance and expand internationally, it's essential to localise all the channels you are going to use in unison, into all the languages of your target audience. And this should only be put in the hands of native professional translators, who are specialised and accredited, such as AT Language Solutions.
As well as the more than eight thousand translators we have available in our portfolio, we have the technology that can help companies choose the best solution for their business. If you have any queries, please contact us and let us know your situation. We'll look into it and get in touch with you to advise you and help you find the best solution.