The benefits of launching operations globally have been well documented. Launching offices in places like India, Thailand and China has allowed companies like Nestle and Google to harness the benefits of addressing consumers in their own language.
But you don’t have to go abroad to benefit from going bi-lingual. Your operations can stay at home and still significantly increase their consumer base through the use of additional languages.
1. Cultural Diversity Online
Many countries are culturally diverse today, especially in urban areas, so launching websites that address the multi-lingual roots of your consumers can bring you big business at home. For example the USA has a population of 311 million people, of this number almost 50 million have Hispanic roots. Adopting Spanish-language websites could improve the uptake of internet shopping in this culture-group as they feel that their linguistic needs are being directly addressed. Furthermore on a practical level, roughly 12 million of these people are unable to speak English proficiently meaning that Spanish-language websites are the only way for them to access the web.
2. Bi-Lingual in-store
However, not all companies want to make the investment in multiple websites, perhaps deciding that the translation output or the cost of personale to run these sites is too high. Some companies such as Home Depot have even found that multiple sites can cause problems where consumers believe they can purchase products in countries like Spain (because the website is in Spanish) whereas the company only currently deliver in the USA. Home Depot’s solution was the facilitation of bi-lingual communication in-store.
Spanish-speaking employees in-store were able to serve the quarter of Hispanic people who don’t speak English and the further fifty percent of Hispanics who, although proficient in English, prefer to communicate in their mother-tongue.
Of course companies can then expand their delivery or offices worldwide in response to the demand for their multiple lingual sites. Companies like Best Buy, NutriSystem, AFLAC and Vonage have all made moves to service their culturally and linguistically diverse consumer base.
So if you haven’t the money or just don’t want to make the move to global offices or delivery at the moment you can still benefit from making your company bi-lingual. Whether online or in-store people respond better when they feel their custom is appreciated; so bi-lingual could not only encourage people to use your services but also ensure they continue to come back to you in the future.