How Retailers Can Use Localization to Optimize Global Marketing Campaigns

This is where proactive planning has to come in. Once you've established a framework that you're sure will provide a great shopping experience for customers in Moscow, Mumbai and Maryland, it's time to sit down with your marketing team and come up with a plan that helps the business reach out to each of those audiences.

Ian Henderson is the chief technology officer at Rubric, a global language service provider.