How Retailers Can Cross Borders

Finding the Right People to Reach the Right Markets
As retailers roll out marketing plans in the BRIC nations (Brazil, Russia, India and China) and other expanding economic regions, consumers in those countries will be wary of international companies that don't bother to learn local customs or adequately localize their content. A significant part of that effort hinges on reaching consumers in their own languages across every touchpoint — websites, mobile applications, in-store experiences and more. This takes knowledgeable, skilled translation experts in every stage of the expansion project, but it also requires local staff on the ground.