E-commerce is the future of retail, and the future is already here!
You will read a lot of acronyms and brand names in this blog, and in case you are not 100% sure of what they are, here is a handy guide:
- ERP – enterprise resource planning. An ERP system helps companies handle all or parts of their administration, planning and logistics. ERPs include supply chain, manufacturing, operations, reporting, and human resource activities.
- CMS – content management system. A tool that keeps track of different versions of files and publications. Some CMS have special features to update multilingual websites and other content. There are commercial systems such as Episerver – a web content management system and e-commerce platform – and free open source systems such as WordPress.
- TMS – translation management system.
- PIM – product information management. A system that handles information about products in an easily manageable manner. It keeps information consistent and correct, and distributes product information to different channels.
- API – application programming interface. An interface between different software, which enables the software to communicate and exchange information.
- Hybris – an e-commerce platform owned by SAP.
Nordic e-commerce is blossoming and steadily increasing year by year. The potential for this market is huge and promising, even more so when taking the international perspective into account.
The possibility of offering products and services in foreign markets and through multiple channels all around the globe opens up new business opportunities for growing and mature companies that are successfully established in their home markets and that are looking to expand their businesses further.
However, many online retailers, both B2B and B2C, face challenges since they offer a vast amount of products online, which requires multilingual website translation and localization. Our experience of working with clients has taught us that there are three main challenges, which we will describe for you.
E-tailers generally update their product catalogues on an ongoing basis, sometimes even daily. Every time new products are introduced or updated versions are made available, there is usually a new piece of text that comes along with them.
For operators of multilingual online retail sites, any changes made to the original site need to be carried over to the other language versions. This creates a steady but potentially uneven flow of text segments, both large and small, that needs to be translated and published quickly.
In particularly difficult cases, an e-tailer may only want to update a few of its country specific sites with new information if, for example, a product cannot be shipped to all markets. Needless to say, making sure product information is updated when and where an e-tailer wants is a complicated issue.
Without a convenient way to extract new or updated segments from their content management system, clients often resort to one of two things. They either manually export text by copying and pasting from the CMS into a Word or Excel document or they export everything they have into a database format such as .xml.
Neither of these options is ideal. Copying and pasting is time consuming and can easily lead to errors such as forgetting to copy information or, once translations are delivered, pasting information into the wrong place. Extracting text wholesale, on the other hand, ensures no information is unintentionally excluded, but this method has other drawbacks. The main drawback is that clients usually end up sending more information than is necessary.
A translation agency can, of course, use translation memories to parse out updates and exclude material that has already been translated. However, performing this process whenever there is an update adds time and costs that could be avoided with a more refined approach. All in all, the manual process is time consuming, laborious and not the most cost-efficient way of working.
Another disadvantage of manual exports is that confusion often arises when files need to be sent back and forth via email, leading to problems in terms of both keeping track of versions and exposure to security risks.
If several translation companies are used for multilingual website translation and localization, this problem increases exponentially.
Add the validation process where internal validators need to send feedback to the different companies and you have a real challenge.
The solution to the headaches associated with keeping multilingual product information up-to-date in large online stores and web shops is integration.
The ideal scenario allows information to flow seamlessly between an e-tailer’s CMS and the translation provider’s TMS.
New content is identified automatically and sent to a translation and localization partner, and new language versions are subsequently imported to the right place.
You can download a PDF version of this infographic from the link at the bottom of the blog
However, all e-tailers may not want to eliminate human supervision entirely; systems and CMS integrations are becoming increasingly lucrative as all kinds of companies strive to reduce the amount of manual work and automate as much as possible.
This trend is not just related to e-tailers but rather to all companies that have a lot of information about products and marketing, for example. Most of them have a PIM solution (such as Hybris) to be able to handle the information and also to distribute the product information to multiple channels such as webpages, online stores, production and marketing.
Episerver and WordPress are examples of CMS systems which are usually used to keep webpages and intranets up-to-date.
Integration facilitates file management, keeps the content updated, saves time and improves the workflow!
Clients that have big translation volumes will benefit the most from the deeper and larger CMS integrations, but some integrations (e.g. WordPress) can also be very useful and cost-efficient for small and medium-sized enterprises (SMEs).
As regards multilingual website translation and localization, the greatest benefits are usually obtained as a result of the language service provider enabling integration with the client’s product information system (contains all product information, documents, descriptions, etc.) or content management system (typically contains e.g. the client’s documents and webpages).
AAC can provide integration with many different CMS systems on a case-by-case basis. In this way we can connect to the client’s CMS system and automate the process for translating the client’s webpages, for example. We can integrate customer systems with our backend systems in order to automate the whole translation process.
Integration can be very quick and easy
It is also possible to integrate directly with the client’s web shop and the actual solution that its system uses: a system or platform that contains all of the shop’s product/service information. However, CMS integration does not usually take place directly with the actual web shop, even though the possibility exists.
Episerver is just one of the many CMS systems available on the market, but it is one of the most commonly used solutions for handling webpages at large companies – as well as the different language/localized versions of the webpages.
AAC has developed Episerver integration, and since clients have different configurations we offer adaptation for each and every client. Since Episerver is often used for webpages, AAC can conveniently deliver texts and files directly in Episerver. The client can then validate the texts and files in Episerver before transferring them to the website.
Sometimes clients ask if we can provide an API. The answer is that we can, but there is really no need to do so. The reason is that we use an open source ESB (enterprise service bus) solution to ensure a flexible integration container that AAC can use to provide integration with virtually any customer system – but with much less effort than is involved in point-to-point integrations. The solution can be used to send new orders for work as well as for deliveries.
AAC can speed up the integration process to just two weeks
AAC also offers integration with our clients’ PIM solutions that are used to keep information updated in web shops, intranets, webpages and ERPs. PIM integration ensures, for instance, that technical documentation is always up-to-date.
Hybris is just one of the many product information management systems available on the market, but it is commonly used by large product companies to handle massive amounts of product information, documents and files, for example, plus all of the different language versions of these.
Integration by AAC can also include e-mail and FTP ordering for clients that want to continue ordering through these traditional channels. In this case, clients use a specific type of e-mail that functions as a template and enables automated quote creation. No manual work is needed.
Integration can actually be very quick and easy. We have a readymade integration solution that we can connect to the client’s system. If the client has everything ready and the integration is urgent, AAC can speed up the process to two weeks, but on average the integration project takes somewhere between two and eight weeks.
The speed of the process depends on how deep the integration should be, what kinds of systems are to be used and how complicated the project is. The timeframe also depends on:
- How long it takes for the client to specify how it would like the process to work.
- The amount of time the client needs to talk to its various solutions partners in order to arrange connections and access rights to their systems for AAC.
The engineers and the client jointly define needs and set up a plan for the process.
Integration tips for clients
In our experience, one of the greatest challenges involves finding the right person at the client’s side who will be managing the project.
Even when the costs and the timeframe have been approved and all is well, the lingering question is often: “So, who will do it?” Marketing staff members are often not comfortable with this type of task, so it is important to make sure there is someone who is willing to step forward.
As mentioned above, the client needs to specify what kind of project solution it needs. This is usually more time consuming than expected, so make sure you schedule for it.
Read our blog from May's e-commerce fair in Stockholm to find out the latest trends in content management.
WordPress is a popular open source CMS application, and it is widely used and appreciated. However, it is best suited for monolingual projects since there is no natural support for multilingual applications. It is possible to configure the application so that the client can order a translation by pushing a button, but there is no built-in system to get the translation back in the right place afterwards.
AAC can provide SME clients with integration from WordPress: clients can send the texts to be translated to AAC directly from their WordPress, and AAC will deliver the finished translations back to them. Clients can then validate and insert/update the translations in their WordPress.
In recent years, different plugins have been created to add multilingual functionality to WordPress sites. Some of the available opportunities are discussed in the following blog: http://wplang.org/translation-plugins-languages/
Episerver, on the other hand, is well suited for multilingual purposes since it has a master page and language versions as separate pages. However, this is naturally a more expensive solution compared to WordPress.
Last but not least...
By entrusting your assignments to a professional translation agency instead of translating the content in-house on an ad-hoc basis, you can rest assured that your translations are consistent and handled correctly in the long run.
You save time by not having to extract translation content manually.
Furthermore, professional translation agencies will always use adequate translation memories to ensure that you as a client can benefit from previous translations, and also use termbases to ensure consistent terminology.
Clicking on the button below takes you to another page, where you can download a PDF version of the infographic on integration with AAC Global's translation service that features in this blog.
If you are interested in learning about how your company can benefit from CMS, PIM, or other integration for the translation and localization of web shop content, please fill out the contact form on the same page.