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Europeanising an American Website

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by

Victor Coutin

on 13 November 2013

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Transcript of Europeanising an American Website

Components of Framework
Our intuitive localisation framework enables any creative agency to

plan, execute, and review

relevant localised imagery
This framework consists of
4 components
can be used collectively or individually
Cultural style guides,
Libraries of translated copy,
Libraries of localised image assets,
Sound review processes of localised content.
Cultural Style Guides
Divided by regions made up of countries with cultural commonalities
, main differences between the countries within a region are highlighted
Translated
Copy Library
A collection of translated copy
based on specific use-case scenarios.
Veronica Carioni, Victor Coutin
vcarioni@vistaprint.com, vcoutin@vistaprint.com

EU-SOUTH
Localised
Image Libraries
Use case: Luxury real estate agency
A collection of stock, and product design created specifically with a particular use-case in mind for a specific locale or region in mind.
Localised stock photography library
Sound
Review Process
Review processes have been set in place for every step of the way, from reviewing localised stock photography, to approving localised product images, merchandising creative, web pages and emails with localised content.
Global Creative Department
Collaboration between experts
10
in-house

localisation specialists
Experts in marketing translation and transcreation

10 web
creative

designers
Over
1500 images
translated into
21 locales
per year
Most complex design workflow
Creative assets must be delivered to engineers
Higher number of technical tools used
Highest localisation requirements
Use of NetX Digital Asset Management system to review selections of
localised stock photography

Use of Atlasian FishEye to review

localised product images
,
merchandising images
for the web, and
email campaigns
with localised content

Review
of live web pages
Localised stock photography review
Localised product + merch image review
Adapt product or service to make
it RELEVANT to region or country
Localisation:
Planning
Cultural style guides
Use cases based on marcom strategy
Stock photo review and approval
Execute
Translated copy libraries
Localised stock photography library
Localised product image library
Review
Product + merch image review
Localised product image library
Localised webpage review
Localisation
Framework
Vistaprint is focused on giving the

50 million micro businesses

around the world a chance to make an impression and stand
out with professional marketing products and services at an affordable price.

21 localised websites

that serve various markets world-wide
over

4.100 employees

3
state of the art
manufacturing facilities

13 offices
worldwide
US$250 million
in revenue for 2012
Transform a standardised website into a fully localised site through more complete levels of localisation
Localised site
Translation and
terminology management
Global Gateway
Localised customer
support, SEO and branding

Localized policies, procedure, shipping, transactions

Localised UI elements
Source:
Nitish Singh
, "Localization Strategies for Global
e-Business" published by Cambridge University Press 2012
Getting business support
Leverage
internal talent
Evaluate
business benefits
of localisation
Analyse current
effort vs. outcome

Analyse existing
process and tool needs
Develop
pilot team and programme

FR
CZ
Use case: Luxury real estate agency
ES
US
Hundreds of unique copy lines to be re-used based on use case scenarios
in 18+ languages
Our goal
Implement a localisation strategy that resonates with local European audiences
CONSUMER
Localisation Center
of Excellence
160+ creatives across the globe
Graphic designers
Content strategists
Copywriters
Localisation specialists
Project managers

Cultural customisation
of web content
In line with company strategy =
customer focus
Higher
credibility
in the EU market
Customer focus =
Higher Net Promoter Score (NPS)
Higher NPS results in increased
purchase intent

Specific business benefits
Original US images
Fully localised images
Challenge:
EU-NORTH
Designing an agile content localisation framework
for the web and advertising

Original vs. fully localised image
Localised webpage review
Localised product library
BUSINESS
EU-SOUTH
ES
EU-NORTH
DK
NA-US
NA-US
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