Even though the product or service your business offers might be one-of-its-kind, that won’t be enough in foreign markets. Personalized experiences are what any audience is seeking and valuing! And that’s localization at work.
According to the Harvard Business Review, 56.2% of consumers prefer obtaining information about the product/service in their own language over the price.
How do you stand out in a crowd of competitors who might add value equal to your brand? That’s what we are going to answer through this blog post. We’ve listed some inspiring localization examples of brands that have not only survived but thrived in different markets by meeting their expectations and preferences through localization.
Why Localization Matters: Beyond Translation
From User Experience to Brand Loyalty: The Power of Localization
Localization is beyond mere translation; it’s how to shape an experience that feels native to local tastes. It’s the process of tailoring content for a different audience from your local market, making them feel like it was created just for them.
From product descriptions, images, and marketing campaigns to date formats and currency, the goal isn’t only to convert text to multiple languages. To produce successfully localized brands or products, you must take care of the target markets’ cultural preferences in everything you offer to them. The most successful brands excel in integrating these elements into their offerings, as you’ll see in the localization examples section below.
So, Why is Localization Integral for Brands Striving for Global Success?
- Increased Engagement: Consumers are more likely to engage with content that speaks to their culture, values, and preferences. Actually, 41% of brands have at least one local country social media page, which translates into 50% higher engagement.
- Higher Conversion Rates: Effective localization can significantly boost conversion rates. 86% of localized advertising campaigns generate higher click-through and conversion rates compared with their English counterparts. In general, localization increases search traffic by 47% and conversion rates by 20% and boosts website visits by 70%.
- Improved Brand Perception: A brand that delivers personalized experiences is seen as thoughtful and customer-centric, which enables it to gain a foothold in the hearts and minds of its target audience.
- Competitive Advantage: In a crowded marketplace, standing out is no longer an option. Localization provides a distinct edge over competitors who may overlook the importance of adapting their offerings.
Risks of Not Localizing
- Lost Opportunities: Failing to localize means missing out on 87% of customers who would not buy from an English-only website.
- Cultural Blunders: Brands that neglect localization may inadvertently make culturally insensitive choices that harm their reputation and alienate their audience.
- Negative User Experiences: Things like complicated navigation, unlocalized customer service, and unclear messaging can frustrate users, leading to abandonment and dissatisfaction.
Localization Examples: Global Brands Doing it Right
Localization Success Stories: Inspiration from Industry Leaders
Netflix
One of the standout examples of successful localization is “Netflix”. This streaming giant has mastered the art of meeting diverse audience needs across over 190 countries, and several key strategies contribute to its success:
Multilingual Subtitles and Dubbing
Netflix offers a comprehensive range of subtitles and dubbing options in multiple languages, ensuring that viewers can enjoy content in their preferred language.
Localized Content Production
Understanding regional preferences, Netflix has invested in local content production. By producing shows and movies that resonate with specific cultural references, they cater directly to the interests of various audiences.
Notable examples include the global success of non-English shows like “Squid Game,” which captivated viewers worldwide, and “Lupin,” which brought the thrill of classic French storytelling to international audiences.
Personalized User Interfaces
Netflix tailors thumbnails based on user preferences. For example, if a user enjoys comedies, they might see a lighthearted Stranger Things thumbnail featuring the kids dressed as Ghostbusters. However, if a user regularly watches crime dramas, the platform would show a more serious thumbnail, like one with a police officer surveying a foggy pumpkin patch.
McDonald’s
McDonald’s is a prime example of a global brand that has successfully localized its offerings to cater to various markets around the world. Recognizing that food preferences are deeply rooted in culture, the company has tailored its menu items to reflect local tastes and dietary habits.
In India, for instance, where a significant portion of the population is vegetarian, McDonald’s introduced a range of vegetarian options that appeal to this audience. The **McAloo Tikki** burger, made with a spiced potato patty, has become a favorite among Indian consumers.
In the Middle East, McDonald’s has embraced regional flavors with the introduction of the **McArabia**, a sandwich made with grilled chicken or kofta and served on pita-like bread. This dish not only highlights local ingredients but also aligns with traditional eating customs, making it a popular choice among Arabs.
Coca-Cola
Coca-Cola’s “Share a Coke” campaign is a prime example of its successful localization efforts that resonated with consumers globally. Launched in Australia in 2011, the campaign involved replacing the iconic Coca-Cola logo on bottles and cans with popular names, inviting customers to find their names or the names of their friends and family.
This simple yet impactful concept encouraged personal connections and social sharing, making the drink more appealing.
The campaign quickly went global, adapting to the unique cultural contexts of various markets.
In different countries, Coca-Cola incorporated popular and culturally relevant names on their bottles. In the U.S., names like “Emily” and “Michael” featured prominently, while in other regions, common names specific to local populations were used. In some cases, even nicknames and popular terms of endearment were chosen to reflect local usage.
Among many other strategies, Coca-Cola encouraged consumers to share their moments of joy with the product through social media, encouraging user-generated content.
Spotify
Spotify offers a vast array of curated playlists that resonate with local music cultures. From highlighting regional genres to featuring popular local artists, these playlists cater to the unique tastes of listeners in different markets.
Also, it actively promotes local artists through targeted marketing efforts. By sponsoring regional music events, festivals, and artist showcases, they foster community connections and provide platforms for new and emerging talent. This approach not only supports local musicians but also cultivates a sense of pride and engagement among listeners who feel that their culture is being celebrated.
For those seeking even more personalization, Spotify also offers theme-based playlists for specific activities. Whether you’re hosting a global-themed dinner party or planning a cross-country road trip, you can use AI-driven prompts like “upbeat music from around the world for a lively dinner.
IKEA
IKEA has adeptly adapted its strategies to cater to the distinct preferences and cultural nuances of various markets worldwide.
IKEA’s success in China is a prime example of effective localization. Initially, the company faced a challenge: in China, assembling furniture is not seen as a status symbol, and most people prefer hiring professionals for home maintenance tasks. To overcome this, IKEA adapted its model by partnering with local firms to offer furniture assembly services, allowing customers to select a provider at checkout.
Also another notable adjustments IKEA has made is in the size of its furniture. In China, for instance, where many urban homes are significantly smaller than their Western counterparts, IKEA has designed and offered more compact furniture solutions.
AsiaLocalize: Your Global Success Partner
Across the Asian world, we know how your target audience’s minds are working, supporting over 120 languages. AsiaLocalize has been a professional translation and localization company for 12 years.
We know how to speak Asian languages and cultures with the support of our native translators, who aren’t only skilled but also subject-matter experts.
Localize your product/service with the fastest turnarounds.
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