Global Expansion and Product Data

Product Information Management

If you can’t read it, don’t buy it. CSA Research and Kantar came to this conclusion in their study Can’t Read, Won’t Buy. If you want to expand internationally, you need more than just English and your native language in your own online store. In this blog article, we take a closer look at the topic and reveal that translation and localisation are two different things. We also show how PIM systems can make translation and localisation projects child’s play.

Sounds challenging? But it’s not, if you have a PIM system!

Admittedly, English is still the most widely spoken language in the world. But as we have now realised, providing an English online store is not enough to expand globally. Depending on the target market, the target language is also required. Only when the local language is available do adjustments to logistics and payment processing make sense. The online store must not only be designed in the target language, but also localised at the same time. Stumbling blocks such as currencies, units of measurement, size specifications, data formats and cultural factors quickly arise. Not to mention the imagery. This can quickly dampen the euphoria. Not if you are equipped with the right tools or have a PIM system in use. Here are some key ways in which a PIM system can support you in your endeavours to establish a global presence:

1. Centralised Data Management: A PIM system enables the central storage and management of all product information in one place, including language variants. This is particularly advantageous if your company is active in international markets. With a PIM system, you can ensure that all necessary product information is consistent and accessible at all times, regardless of the market in which the product is offered.
2. Automated Translation: Some PIM systems, such as OMN PIM, have AI-based services that automatically translate the product information into the respective language (e.g. Google, Microsoft, Deepl and Systran). Simply select the target language and the text will be fully translated by the AI. The translation takes place in real time and does not require a translation service provider or manual maintenance of the translations received.
3. Efficient Localisation: The localisation of product information goes beyond simple translation and includes the adaptation of product descriptions and specifications to local conditions, such as cultural characteristics or legal requirements. For example, the unit of measurement gram becomes the unit of measurement pound. If there are different terms for the same item, such as pancake, donut, or fritter, that’s not a problem either. A PIM system can significantly simplify the localisation process through integrated workflows and the ability to maintain specific information for different markets.
4. Faster Time to Market: By using a PIM system, you can drastically reduce the time it takes to bring new products to market. As all product-relevant information is stored centrally and easily accessible, products can be translated more quickly and adapted to the conditions of new markets. This leads to a faster time to market and a competitive advantage.
5. Consistency and Quality of Data: PIM systems help to ensure that product information is accurate, up-to-date and consistent across all channels and markets. This is crucial to gaining and maintaining the trust of customers, especially when they come from different parts of the world. Correct, up-to-date and consistent information is also important to ensure compliance with local regulations and standards.
6. Integration with other Systems: Another advantage of PIM systems is their ability to integrate with other systems such as ERP (Enterprise Resource Planning), CRM (Customer Relationship Management), online stores and e-commerce platforms. This integration facilitates the seamless exchange of data, making the management of international product lines more efficient. And since the product information is not managed on a channel-specific basis, you can use the data in any other channels (print catalogues, mobile apps or at the PoS) that are relevant to your customer journey.
7. Text and Image in Harmony: By combining a PIM system with a DAM, which was developed for the management of digital content and is the ideal partner for PIM systems, you can adapt the visual language to local conditions. This not only ensures that potential buyers will recognise themselves in your texts, but also in your images, videos, supplementary documents and other digital assets.

AI has developed to such an extent that it enables precise translations and nuanced localisation. Nevertheless, it is particularly important during the implementation phase that a human being monitors the quality of the translated content. This includes the training of your translation data and the implementation of glossaries to ensure the correct translation of your specialised terminology. Later, during operation, integrated workflows ensure that you can proofread and validate the translated texts. This makes teamwork much easier. Find out more about our AI service for translations. You can find details on our AI Translate page.