Quable X Wezen: a multilingual website for the international market

In this age of hyper-connectivity and globalisation, expanding a business abroad presents a major challenge. Companies are seeking to extend their international presence to open up new markets and boost their growth. Success in these new territories presents a significant challenge: adapting to different cultures, getting to grips with new languages… all within a competitive environment. Successfully capitalising on internationalisation therefore requires a localised approach that takes into account the regional, cultural and linguistic specificities of these new markets.

This is precisely where the Quable & Wezen partnership comes in, to support and help brands excel in their internationalisation strategy.

The challenges of internationalisation for brands

1. Cultural and linguistic challenges

When a brand or company expands internationally, it faces linguistic and cultural challenges that can have a significant impact on its success.

When a brand establishes itself in a new country, it often has to communicate in a different language. This can present challenges relating to interpretation and translation, language proficiency, and an understanding of the nuances and specific characteristics of the local language. Furthermore, each country or region has its own culture, which gives rise to specific norms, values and behaviours. A brand expanding internationally must take these aspects into account and respect them to ensure the brand is well understood, visible and maintains good commercial relations locally. It may therefore be necessary to adapt products and/or services, marketing plans or other elements to suit the local culture.

Brands must also demonstrate cultural sensitivity to avoid offending or misinterpreting local cultural and linguistic norms. Finally, in the context of internationalisation, companies are likely to have multicultural teams spread across different countries. Managing this multicultural diversity is therefore crucial to fostering an environment conducive to collaboration.

2. Adapting products and content and the need for a local approach

Addressing cultural and linguistic challenges requires brands to adapt their products to the new markets they wish to enter. For many reasons, the product a company sells in one region will not be the same as the one it sells in another. It will be tailored to meet the specific needs, preferences and requirements of a particular country. As a result, a brand will be better placed to meet consumer expectations and will therefore increase its chances of success in a new market.

A localised approach will therefore be crucial in taking cultural differences into account when adapting products. This may involve adjustments to the product’s colours, design, functionality, ingredients and advertising messages to ensure that all these elements comply with local standards and sensitivities.

3. What is multi-localisation and what are the challenges involved?

To address these challenges, multi-localisation is essential for adapting strategies, products and services to local specificities. In addition to incorporating cultural and regulatory adaptation, as well as knowledge of local markets, it involves linguistic adaptation. Content must therefore be translated, whether it be product information, marketing materials or user interfaces. It is vital to communicate effectively in the preferred language of your target market in order to facilitate understanding of the brand and its products and to build a close relationship with consumers.

4. The importance of product information management in multi-localisation

Effective management of a brand’s product information is therefore particularly important in a multi-localisation context. It ensures the coherence and consistency of product data across different countries and markets. Consequently, this ensures that product information relating to descriptions, specifications, media, etc., is standardised across all localised versions.

Product information management also facilitates the adaptation of data to local specificities. As a result, linguistic variations, regulatory requirements and specific images are tailored to consumer expectations and standard commercial practices in the relevant market or markets.

Who are Quable and Wezen?

1. Quable: the PIM solution to propel your brand onto the international stage

Quable is a PIM (Product Information Manager) platform. It is a solution that enables businesses to collect, centralise, manage, enrich and distribute their product information. It is often integrated alongside a DAM (Digital Asset Manager), which operates on the same principle as the PIM but, in this case, enables the management of media associated with product information.

A PIM platform enables data contributors to enhance the information relating to a brand’s products. By setting up workflows tailored to each team’s specific roles and working collaboratively, every team (product, e-commerce, marketing, R&D, merchandising, etc.) can contribute effectively to product data.

In the context of internationalisation, the PIM fulfils several objectives:

• collecting product information, which is often stored in an ERP system or Excel file,
• centralise this data in a single location to prevent or eliminate errors, ensuring that the data is complete, comprehensive, reliable and consistent across all of a brand’s distribution channels,
• accelerate digitalisation and the brands’ overall operations by efficiently developing the highest quality product information possible,
• harmonise product and customer experiences, whether online or in physical retail outlets,
• rapidly open up new international markets through key partnerships in translation and localisation,
• reduce product time-to-market, to always stay one step ahead of competitors and maximise key sales periods,
• enable data-contributing teams to work seamlessly together by implementing specific, tailored workflows.

To achieve these objectives, QUable PIM stands out from other solutions on the market not only for its power but also for its wealth of features. These features include:

• The PIM (Product Information Manager), which enables the collection, centralisation, enrichment and uniform distribution of all product-related textual information.
• The DAM (Digital Asset Manager), which enables you to carry out the same actions as the PIM, but this time with regard to media: images, product packshots, videos, etc.
• The brand portal: enabling your sales force, retailers and distributors to access all product information from a single location.
• Workflows, which enable your data contributors to collaborate effectively through the implementation of processes tailored to their roles and your objectives.

‍

‍

2. Wezen: the platform for your international roll-outs

Wezen is an innovative SaaS platform that connects your entire digital content ecosystem and rethinks the very concept of multilingual content deployment.

It is a SAM (Semantic Asset Management) software solution that coordinates all your linguistic activities during your international roll-outs.

A SAM platform enables copywriters, translators and market validators to work together to produce high-quality multilingual content. By setting up projects tailored to your needs and your teams, Wezen will enable you to prepare effective international roll-outs.

But why is it worth using a SAM when you’re already using a PIM?

It will be there to meet your various needs and objectives:

• localise your product listings whilst ensuring the highest quality
• enable you to easily roll out your product listings using interconnected technologies in each of your languages
• manage your SEO directly on the platform using an advanced terminology database for each market
• bring all your teams together on a single tool for each of your markets

Working with the Wezen platform gives you the opportunity to optimise all your language-related activities using a specialist tool for international e-commerce. It also means engaging on a daily basis with a team of solution makers who are there to listen to you, so that together you can tackle your international challenges.

The synergy between Quable and Wezen

Combining a PIM platform such as Quable’s with a multi-localisation solution such as Wezen gives you everything you need to succeed in your internationalisation efforts and perform well in new foreign markets.

With the PIM, brands’ product information is immediately available, complete, comprehensive and of high quality. The content can then be translated and adapted to local markets. As a result, potential customers in the target country immediately have greater confidence in your brand, and the customer experience is optimised.

The translation and localisation of content is managed efficiently and centrally, making it easier to update translated data and thus ensuring the accuracy of product information across different languages. Translation solutions such as Wezen enable brand teams to save a considerable amount of time through the implementation of automated processes. They also offer the opportunity to improve the quality of product information adaptation, using suggestion and translation memory features to ensure the consistency of product data.

In short, choosing the Quable & Wezen combination means giving yourself every opportunity to succeed with your international business strategy. It means making information about the brand’s products available in the local languages of target countries; it facilitates the adaptation of product data to different markets to ensure greater consumer trust, contributes to a better customer experience and enables highly effective international expansion.

‍

‍

Conclusion

When expanding internationally, the translation, adaptation and localisation of a brand’s content are essential steps in the strategy. Product information must be reliable and accurate to ensure consistency across all channels. Furthermore, it is not enough to ‘simply’ translate product data; it must be adapted to suit the local context, linguistic conventions and cultural specifics.

Successful multi-localisation, thanks to the expertise and complementary strengths of the Quable & Wezen partnership, guarantees a successful and effective local approach. Together, the synergy between the two ensures the coherence and consistency of product information, regardless of the channel or overseas market. Your future customers will trust you straight away, you’ll make sales more quickly, the customer experience will be enhanced, as will your competitive position, and your international strategy will be optimised.

The combination of Wezen and Quable opens up new international sales opportunities for brands through an effective and optimised multi-local strategy.

‍