3 Tips for Reaching Global Consumers
Cultural variances are present in brick-and-mortar stores, from what products are offered to how they're merchandised, but these nuances are often lost online. Too often, language is an afterthought. In today's global economy, retailers that are able to replicate the in-store experience and provide a localized approach to online shopping will have a significant advantage.
Contextual marketing is especially important when it comes to reaching savvy, online millennial shoppers. This generation has more than $200 billion in direct spending power according to the U.S. Chamber of Commerce, so engaging with them needs to be a priority for retailers. SDL recently surveyed 1,800 millennials worldwide to understand more about how they make purchasing decisions. It found that language plays a critical role.
The findings revealed that being culturally sensitive goes a long way when engaging consumers. Consider these three tips for embracing your customers’ preferences, domestically or abroad:
1. Build a language and cultural content strategy. Forty-six percent of millennials surveyed by SDL said they're more likely to make a purchase if information is presented in their preferred language. Retailers are likely already collecting cultural preferences, including language along with other data sets. If so, the next natural step is to decide how to leverage this data to engage consumers. Consider looking into more sophisticated possibilities rather than simply offering two to three language options on your website, such as translation services.
These days, millennials are paying attention to how technology is used to market to them, so simply offering local language websites, ad hoc and last-minute fixes aren't nearly enough. If you can provide relevant experiences, you'll have the ability to engage with your customers on their terms.
2. Target consumers in their native, not geographic language. Consumers live in multilingual settings, even within the same country. In the United States, for example, one in four millennials reported that they speak another language at home. In other English-speaking countries, the percentage is 32 percent. By being culturally sensitive and not making assumptions based on geographic location, retailers have an opportunity to reach between a quarter and third more consumers. If you embrace a localization strategy that's grounded in customer engagement preferences and connects with them through culture and conversation that isn't limited to geographic boundaries, it will be easier to establish trust with your customers.
Paige brings over 20 years of experience in senior marketing roles crossing many areas of enterprise software, customer experience, and cloud computing. As Chief Marketing Officer, she combines product marketing expertise with an extensive background in communications and a passion for developing thought leadership programs that build awareness, differentiation, and demand. Prior to joining Sitecore, Paige was CMO at digital workplace platform provider Prysm, where she rebranded the company and helped it transition to a combined SaaS and hardware business. She previously served as CMO at SDL and as Vice President of Marketing for Aprimo, where her thought leadership, demand generation, and communications programs contributed to rapid growth. Paige also served as CMO at PHH Arval and two early-stage startups—Aravo and GreenRoad Technologies. Prior to PHH, Paige spent a decade at Oracle Corporation leading a variety of marketing initiatives.