e Commerce Localization Managing 60 000 product descriptions

e. Commerce Localization Managing 60, 000 product descriptions and 20, 000 updates a year

Tennis-Point An online store that also operates brick and mortar stores. 250 employees 100% annual growth 60 million EUR revenue 16 offline stores Eurosport exclusive partner >600, 000 orders a year

International presence And localization requirements 11 languages Top markets: Germany, France, Spain, Austria, Italy, Switzerland 40% revenue based on international traffic

What is special about online store localization Huge volumes e. Commerce lingo Highly repetitive content Thousands of small batches

Challenges: Volume, speed, budget 60, 000 products 20, 000 updates per year Limited budget

Product titles Generated from attributes Attributes: • Rule-based • Building from product attributes • Applicable to French, Spanish, Italian, English, and many more languages • 5, 000 strings initially Tennis Clothing Aussi Open Tank-top Damen

Integration e. Store product information system TMS with memory • Product titles • Metadata • Article descriptions Submit portal • Marketing newsletters

Process BEFORE the integration: New product Content manager Localization department Manual updates: > 1, 000 man-hours a year LSP

Our process AFTER the integration: New product Content manager Auto-updated product information Localization department TMS Approve translation in TMS Automated transfer LSP / Freelancer

From LSP to freelancer model Why? • Lack of integration on LSP side • Lower cost • Faster delivery • Varying translation quality Important: • Keep control over translations and translation memory • Centralized translation management • Automation, project templates • Implement a quality check LSP

Wins • Half a year in work hours for content management • Fewer translation requests • Attribute usage for product-titles / bullet points • Translation memory reuse • Quality assurance • Approve internally • Approve by a second translator

French German Next step: product descriptions

Conclusions How to localize an eshop into 11 languages without spending millions? • Define parts to translate first • Shop system • FAQ, UX • Product attributes • Focus on product titles • Implement automation rules • Translate product descriptions of top products first

Vendor perspective on e. Commerce l 10 n

Is e. Commerce lucrative for LSPs? Retail ecommerce sales worldwide Source: e. Marketer, August 2016

17% think this way What's the most attractive industry vertical for LSPs in the next 3 years? Source: Slator

LSP working with online shops Tech is your friend Integration expertise • New products • Autolocked TM matches for updated content MT • Product descriptions • User reviews (Tripadvisor, Booking. com) • 99% of content Analytics • Localization vs PPC/SEO budgets

Shop systems More than 120 exist… Source: ecommerce-platforms. com

But only a few have preconfigured connectors 8+ 5+ 3+ Few shop systems are multilingual and connect to TMS out of the box

Work with tools before the buyer Most established shops have IT teams • DIY: APIs, modules • Scalability & speed most important Offer more than localization • Multilingual SEO • Email marketing globalization • Content adaptation (images, country standards) • Sentiment analysis

Thank you!