These days, many manufacturers are looking to create meaningful connections with their global buyers, in an effort to stand out from the competition and provide online transactional experiences in their preferred languages, writes MotionPoint EVP Craig Witt in a guest column at Manufacturing.net.
But that's challenging for most manufacturers, Witt says. He cites a recent survey in which nearly 85% of category management and merchandising professionals confessed they were underperforming in localizing content and pricing for international customers.
There are ways to sidestep the complexities of engaging and serving customers in ways-and languages-they prefer, Witt writes. Leveraging data and analytics is a great start. He also provides insights on:
- Collaborating with local partners
- Communicating like a local business
- Presenting geographically relevant product assortments
- Being judicious with market-specific content customizations
Discover more information, and the full presentation of Witt’s advice, in the article at Manufacturing.net.