Multilingual translation and localisation (fashion) and digital marketing
bonprix is an international fashion company based in Hamburg with 3,900 employees worldwide. Focused initially on catalogue sales and, since 2001, on sales through its powerful e-commerce business, bonprix is a company with international success and presence in 30 countries around the world including Europe, the United States, Russia and South America.
The online sales multinational was looking for a linguistic partner in Spain specialising in digital marketing and SEO that would guide and assist in the introduction of its e-commerce business in the Spanish market. The client’s intention was clear in this case: on the one hand, they needed to adapt their contents (specific terminology of the fashion and textile sector, product sheets, sales conditions, etc.) to the sociocultural profile of the Spanish target with precision and, on the other hand, to ensure organic positioning in search engines (SEO) to materialise sales targets. In summary: they needed to adapt their e-commerce to the Spanish market both linguistically and from a sales strategy point of view.
To meet client expectations, a personalised and tailored process was developed to offer the quality and consistency of terminology expected from e-commerce of this level and dimension. The large amount of content required the use of translation technologies that would allow the use of existing text and consistent terminology in all products. In addition, market and competition research tasks were carried out to offer an SEO and content marketing proposal for their website in Spanish, which included the use of keywords and the optimisation of categories and labels with said keywords. Due to the characteristics of the sector, this is a very demanding project in terms of submission dates, since campaign launches have tight and specific deadlines, so a precise organisation of teams, delivery batches and resources is required. In this regard, overall organisation, timely deliveries and quality control in general have been, and remain, key factors for the success of the project.