Starbucks is one of the most widely recognized brands around the world. How did they gain this widespread recognition? Starbucks effectively employed marketing localization services. When expanding your brand across borders, you need to localize not only your web and print content, but sometimes your products and services as well. Starbucks knew this and, taking into account local cultures and customs, adapted their menus and in store experiences accordingly. Read on to see some of the ways that Starbucks capitalized on their effective use of marketing localization services.
Using Marketing Localization Services for their Menu Items
One key way that Starbucks localized their brand was through adapting their menu items. One of the first things many think of when they think Starbucks is coffee. However, when moving into areas where coffee is not the preferred beverage, Starbucks knew to adapt how they presented their products. For example, in India where tea tends to be favored over coffee, Starbucks emphasized their teas and put out more tea drinks to appeal to the local population. Here, Starbucks did not just simply translate marketing materials into the local language. They went a step further and took the time to truly understand the habits of people in the area into which they were expanding and localized their menu and product line to best meet their new customers’ needs.
Marketing Localization Services Help Adapt Store Locations
Additionally, Starbucks took their in depth cultural research a step further. Not only did they look at the types of drinks customers most commonly consumed, but they looked at how customers consumed these beverages. In places where customers tend to linger in the store after purchasing, or sit down and drink their beverage in the store, Starbucks knew to include more sit-down spaces and furniture such as couches, tables, and chairs. However, in places, like the United States, where people tend to take their drinks on the go, the locations are more likely to have drive through windows, or be set up to facilitate quickly moving lines. By having an in-depth understanding of their customers’ habits in each location, Starbucks can adapt their physical stores to best suit their customers.
Moving Forward for Starbucks
While Starbucks has already achieved a high level of success around the world, there is always more work to be done. Successful localization requires constant research and adaptation in order to stay up to date with the current trends and practices around the world. For example, as Starbucks starts to roll out their app in more countries, they will need both translation and localization services. This will require them to translate website content as well as employ web localization services. A lot of cultural knowledge will be required to ensure the highest level of success possible. Working with a company that specializes in global translation services and localization services eliminates a lot of guesswork for you as these companies will have the in-depth cultural knowledge you require. With a professional translation and localization staff who are experts in your field, you know that you are getting accurately translated and localized content for each new global market into which you seek to expand.
About Language Connections:
Language Connections is one of the top language service companies in the US. Over the last 30 years, we’ve focused on providing the best business translation services, interpreting services, localization services, as well as interpreter training and customized language training programs. In addition to top-tier corporate language training, we offer certified corporate interpreters and professional business translation services in 200+ languages. Our network includes linguists with backgrounds in all major industries. They’re ready to meet your needs, whether they’re for technical translation services, legal translation, government translation services, international development translation services, education translation services, life sciences translation, or something else. Reach out to us today for a free quote on our cost-efficient and timely translation services, interpreters, or other linguistic services.
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