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For Ladenzeile (or Shopalike, the brand identity for the foreign market), the experience of its users is more than just a significant value: It’s a cornerstone. We can infer this from the statement in their website’s About Us, which reads: ‘We’re on a mission to curate the perfect experience and inspire people to find their favorite products.’ But, above all, we can perceive it in the decision to make its website and content available in multiple languages.
Ladenzeile resolved to translate its B2B content for all the markets in which the brand operates, with the sole exception of the Nordic countries and the Netherlands—for linguistic and practical reasons. A challenge, but one that pays off in spades.
The choice to undertake translation serves more than one purpose. On the one hand, it pursues a human and empathetic goal (which we have already mentioned): Taking the user experience with the content to the next level. With this, Ladenzeile offers meaningful interactions, proposes clear processes, and delivers understandable and useful information.
On the other hand, it also aims at a strategic commercial goal, which is to be consistent with the business vision of expansion. As a whole brand (that is, Ladenzeile + Shopalike), they are active and have shop partners in 13 European markets. And considering the vast and rich linguistic variety of this continent, it’s almost a logical step to go multilingual.
Besides, like any eCommerce that seizes the opportunity to embrace the cross-border potential, the translation goal was (and is) to genuinely connect with new audiences. It’s not enough to make content intelligible: It needs to be engaging and familiar. That is why Ladenzeile not only focused on localising its website, but also on the communications with its partners—something we at Optimational enjoy collaborating on.
“To make sure we are understood and to demonstrate that we make an effort to be understood, we have always communicated with our partners in their local languages.”
Ladenzeile
The partnership with Optimational was not a random move. At Ladenzeile, they already knew about the work of Silvi Nuñez (our Managing Director), as well as her know-how in the eCommerce industry. That is why, from the very beginning, the collaboration was characterised by trust and transparency.
Still, to ensure that everything runs smoothly and meets the desired goals, it was necessary to set up a process that works for both parties, enables a seamless dialogue, and clearly states responsibilities, timelines, and players.
The current workflow includes the following steps:
At Optimational, we believe there are two key aspects to tackle when it comes to translating multiple documents—which are updated over time and carry brand tone. First, how to ensure consistency (and, thus, maintain a good quality standard as time and projects progress.) Second, how to make a streamlined process and reduce the input required for repetitive and predictable tasks.
For our partnership with Ladenzeile, we address them in the following way:
1. For consistency, a style guide is always essential. One of the points that Ladenzeile highlights from our collaboration is the dedication and enthusiasm shown from the beginning to develop a Spanish-style guide for the consistency of translations. An initiative that also came from Silvi and which every linguist involved is keen to consult and adhere to in new projects. Also, this guide goes hand in hand with terminology bases and brand manuals, which should be constantly updated.
2. For streamlined processing, modern CAT tools. Smartcat is Optimational’s software of choice, and the one that Ladenzeile relies on for its features. It not only leverages automation to move the process forward, but also has specific functions for optimising time and effort. For example, linguists can propose new terms for the glossary (thus reinforcing the previously mentioned aspect.)
“We’ve recently started using Google Sheets integration more than Google Docs, as it allows us to have all language versions in one sheet, which facilitates cooperation with different stakeholders needing this content. (…) this new Smartcat integration came in very handy.”
Ladenzeile
We share many ideas with Ladenzeile in their business vision: The openness to new opportunities, the enthusiasm to challenge ourselves in new places, and the appreciation of the experience of our users and partners, to mention a few.
But there is one aspect in particular that connects us and makes our cooperation profitable for us on more than just a transactional level: The belief that only through real understanding and speaking in the same language can we get to know our counterparts and pass our ideas on to them. And that is, after all, what makes true communication occur.
If you had to summarise your interaction with Optimational, what would you say?
‘You’re quick, responsive, and professional.’
