Managing the Retail Message
Our experience to date working with retail brands provides a clear indication that both internal communications and external customer facing communication benefits from the input of an editor. Premier Language usually employs a Brand Manager for retail translations. The Brand Manager would take responsibility for downstream and upstream management of the brand message, style and tone of voice.
Ecommerce Translation – Static Content
Premier Language manages the translation and population of the ecommerce website with the static content in parallel with the later stages of the planning phase. Translating the static content allows us to start the enhancement of the Translation Memory in advance of the product description translation phase. It also takes some load out of the period when the dynamic site content such as product descriptions are being translated.
Ecommerce Translation – Dynamic Content
In our experience, our retail customers have to determine which content would be valid at the site launch and only pass this content to Premier Language for translation.
The new product descriptions are usually translated from the start of the project and uploaded to the site, progressively updating the site until by launch the sites are current and reflect the UK ecommerce website.
Premier Language highly recommends automating the retail translation workflow as it offers improved management of a continuous and potentially increasing workflow of files into and out of the retail translation process. It also improves automation of cost management and allows for progressive enhancement of the automation process as the workflow and QA is refined.
Premier Language has the ability to implement a dedicated workflow platform that offers simplicity of interface for the retail content managers. This interface delivers a robust and reliable service.
Text in Images
Premier Language will use its existing in-house studio resource to edit images for text content. A means of delivering the image files would need to be agreed – this could be via the proposed content workflow platform or by utilising Premier Language’s existing file transfer system.
Future Cost Management
There are always opportunities to reduce monthly costs as the management and translation processes become increasingly efficient and translation memories deliver higher levels of pre-translation.
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