4 Tips for Retailers Going Global

Switzerland is a good example of how language and local dialect can play a part. Most will write officially in Swiss Standard German. However, when it comes to general conversation, just over 60 percent of Swiss residents converse in Swiss German (a group of Alemannic dialects), 20 percent in French and there are pockets of Italian and Romansh spoken across the country. So, what language do you use? This is where thorough market research will inform your decision. Part of that process is also about learning that effective localization isn't just translation. Make sure you look into what jargon and keywords are used in the new market(s), as these will form the basis of your localized content.