New York, NY (November 26, 2013) – A review of the top 100 U.S.-based retailers’ domestic websites (according to the National Retail Federation) found that only 20 companies provide online information that is translated to languages other than English. With more than 20% of the U.S. population speaking languages other than English at home, the majority of top retailers are failing to reach large populations of consumers, thus failing to capitalize on potential revenue. The review was conducted by One Hour Translation, the web’s leading Professional Translation Service.
“This was an astounding revelation to us,” said Ofer Shoshan, CEO of One Hour Translation. “The U.S. is affectionately known as the melting pot, making it especially surprising that top retailers – many of which are household name brands – are not making their websites multilingual. Companies are bypassing potential revenue and possible brand ambassadors, which can be easily remedied through translation, which would make sites understandable and easy to navigate to the masses, not only English-speaking customers.”
According to One Hour Translation, of the top ten retailers in the U.S., only Costco and CVS Caremark provided online information in languages other than English. The company’s review also showed that Apple Stores/iTunes was the most prolific translation retailer, providing translations to 125 different languages. Other prolific retailers who translated web information into a large number of languages are Dell (180), Starbucks (46), and IKEA/North America (43).
Data shows more than 25 million people in the U.S. are considered limited English proficient (LEP) and over seventy percent of consumers are more likely to buy a product when presented in their own language, ranking it a higher priority than price. These statistics demonstrate that retailers should strongly consider translating their websites, making them easily accessible to a larger consumer base, thus increasing site traffic, revenue and overall exposure.
Shoshan continues, “It’s important that retailers adopt a macro view when it comes to marketing, as to not limit their engagement with only English-speaking customers. Translation is a smart and efficient way to expand any company’s presence, and retailers can work closely with a vendor who specializes in localized translation to ensure the translations accurately reflect the correct cultural context.”
Source - Yahoo!