Are you working on the localization strategy for your business? Then you may be thinking about the elements that you need to adapt to provide a customer experience that meets the needs of a target market.
Each country (and community) has its own cultural norms, lifestyles and habits. And people around the world expect companies to provide an experience in their own language that truly resonates with them.
Localizing your offer may mean adapting a blog post, a product or a service to make it work better for a person in a different market or who might speak another language. In this blog post, we’ll share some excellent examples of localization from five companies that have done a great job with their localization strategy. Take note and get inspired.
Why do you need a localization strategy?
A well-planned localization strategy will help you communicate and relate better with your target audience, reducing any potential cultural and language barriers and increasing the chances of successfully entering a new market. But the benefits of localization do not stop there.
Establishing your brand in a new country where you have to compete against local players can be incredibly challenging, but that is where localization comes in. With the right localization strategy, you will be able to:
- Create customized client experiences
- Respect and fit cultural norms
- Improve customer satisfaction
- Increase brand loyalty
- Increase your revenue
Giving shape to your localization strategy can require a lot of research into the culture and behaviours of your new target audience, but learning from companies that approach localization the right way will be extremely beneficial.
5 great examples of localization
Airbnb is an excellent example of how an organization can use localization to provide a completely localized user experience. The home-sharing platform operates in 220 countries and regions and it is available in over 70 languages and language variants.
Airbnb’s localization strategy shows a deep understanding of the local culture of each market that results in an offer that is completely relevant to users in different regions. For example, Airbnb’s website provides different options for your accommodation that are tailored to the location: if a traveller is planning a holiday in Bordeaux (France), users can choose to stay in a historical home or in a property located among vineyards.
In addition to that, Airbnb also follows other website localization best practices and provides a selection of things to do and must-see places after a guest picks the destination, making them feel like their travel experience is being created just for them and thus contributing to forming lasting relationships.
Main takeaway: You can provide truly personalized experiences that are relevant to what your customers are looking for by analysing what a particular region has to offer to your customers.
Starbucks is the largest coffeehouse company in the world, with over 35,000 stores across the globe. As part of their expansion into new countries and cities, they use social media to engage with the local audience.
For example, they have a dedicated Twitter account for the Spanish market. They post publications with images containing country-specific elements and well-crafted copy that sounds natural and connects with the public.
This Twitter post announces the opening of a new store in Benidorm. It uses the city’s skyline to capture the city’s essence and has a copy that welcomes everyone to be part of their story in a friendly way.
Main takeaway: Using country-specific elements and localised copy, you can use social media to engage with your local audience.
Uber rideshare app is available in 10,000 cities across 71 countries, and much of its success is due to its SaaS localization strategy to fit the needs of each market and go above and beyond to provide what locals love.
And when we say “fit the needs of each market”, we mean tailoring the product offer to meet and exceed local needs. In London, for example, Uber offers boats in partnership with Thames Clippers so people can travel across 24 piers along the Thames.
Another example of excellent localization is UberESPAÑOL, a service that lets riders request a driver that speaks Spanish in cities of the United States, including Chicago, Los Angeles and San Diego, where a big part of the population is of Hispanic origin. Similarly, UberENGLISH is available in countries such as Colombia and Brazil, allowing riders to request a driver certified as an English speaker.
Main takeaway: Think outside the box and look for partnerships and ways to adapt your product or service to exceed the expectations of your customers.
Netflix is a leading video streaming service provider in over 190 countries. So, how did their localization strategy help the company build their success? As well as offering dubbing and/or subtitling for foreign customers, Netflix purchases local content and makes original films and series in regions around the world.
And while Netflix Originals are key to reaching a wider audience and attracting subscribers worldwide, they also enhance their global offer. Series like Lupin (France) were created with local audiences in mind, but they caught the interest of audiences around the world.
Netflix is creating content with local markets in mind, but at the same time is enhancing the offer globally instead of only trying to export American shows to different cultures.
Main takeaway: Create and craft products and services that are well-suited to a new market and think whether they may also appeal to your customers in other countries.
Domino’s is a leading multinational pizza takeaway chain and its global reach expands to more than 90 international markets. One of the key aspects of Domino’s localization strategy is understanding the tastes and preferences of people in local markets.
For example, Domino’s did extensive research and recognized that Western pizzas would not appeal to Indian customers and offered pizza choices such as paneer makhani, indi tandoori paneer and chicken tikka masala in this important market. Thanks to the successful adaptation of their offer, India has become “the biggest market store-wise outside the US” as Domino’s CEO Russell Weiner told TOI.
Main takeaway: Do extensive research to understand what each particular market exactly wants and adapt your offer accordingly.
Localization is key to success in local markets
If you are a global brand, you may need to adapt your offer or create a new value proposition to provide the best possible experience to your customers in new markets.
At Ampere Translations, we are language localization experts and can help you identify the key areas you need to localize. All our language teams are based in-market and immersed in their local culture to ensure your offer hits the right key. Get in touch to find out how we can help you.