Industry
Domestic appliances
Service
Localizing content for each culture
Industry
Domestic appliances
Service
Localizing content for each culture
Product Page Optimization and Localization Strategy for the Multi-brand Groupe SEB
A LITTLE BITOF HISTORY
Groupe SEB is a world leader in small domestic appliances and is made up of well-known brands such as Rowenta, Lagostina, Tefal, KRUPS and Moulinex, operating in nearly 150 countries. Since its conception, Groupe SEB has been committed to providing innovative, quality products.
The Group's multi-brand strategy enables it to effectively meet to the varying expectations of consumers around the world, with each brand targeting specific consumer preferences. Each brand maintains its own identity, enhanced by a distinct range of products with innovative features and unique designs, as well as its own e-commerce site and targeted communications.
THECHALLENGES
Groupe SEB's main challenge in terms of content creation lies in its ability to effectively produce and deploy optimized content for its DtoC e-commerce platforms and e-retailers. After leaving global HQ, content needs to be adapted to local markets to stimulate online sales. This includes the creation and copywriting of master product sheets, which are then localized for the websites of the Group's various brands, as well as enhanced pages for various e-retailers.
There is also the challenge of managing very large volumes of text (up to 4,000 product sheets a year), while maintaining content coherence and overall brand consistency, in addition to integrating SEO to improve local performance.
OURSOLUTION
To meet Groupe SEB's needs when it comes to the adaptation of localized, SEO-friendly textual and visual content, Datawords has mobilized its multicultural, multi-disciplinary teams. These copywriters, SEO experts, e-commerce experts, translators and post-production teams work closely with the Group's global headquarters and with each market to write and produce content that is perfectly adapted to the various international subsidiaries: Germany, Spain, Italy, Portugal, Netherlands, Turkey, Hungary, etc. The creation of a dedicated team at Datawords has ensured effective coordination and a high level of responsiveness throughout the creation, optimization, integration and deployment processes.
Datawords' responsibilities include creating master product sheets, translating them into 27 languages, localizing creative content and integrating these assets into Groupe SEB's Product Information Management (PIM) and Creative Asset Management (DAM) systems. To improve the localization process, Datawords has created WEZEN. This platform not only enables local markets to log in and review or validate localized texts via a more user-friendly interface than traditional Excel files, but also allows them to make significant savings thanks to its translation memory.
Finally, Datawords teams are also responsible for the implementation and international roll-out of new e-commerce sites, as well as the creation of brand corners. This system highlights brands on the various Groupe SEB sites, bolstering their visibility and coherence across international markets.
THERESULT
The processes put in place to facilitate collaboration between Groupe SEB teams and Datawords have led to a significant increase in the number of localized and integrated assets, as well as a 20% reduction in costs.
These improvements have enabled Groupe SEB to strengthen its online presence on a global scale, ensuring consistency in the content and messages delivered across different markets. This collaboration underlines not only the importance, but also the great potential of content localization as part of a global marketing strategy.
A LITTLE BIT
OF HISTORY
Groupe SEB is a world leader in small domestic appliances and is made up of well-known brands such as Rowenta, Lagostina, Tefal, KRUPS and Moulinex, operating in nearly 150 countries. Since its conception, Groupe SEB has been committed to providing innovative, quality products.
The Group's multi-brand strategy enables it to effectively meet to the varying expectations of consumers around the world, with each brand targeting specific consumer preferences. Each brand maintains its own identity, enhanced by a distinct range of products with innovative features and unique designs, as well as its own e-commerce site and targeted communications.
THE
CHALLENGES
Groupe SEB's main challenge in terms of content creation lies in its ability to effectively produce and deploy optimized content for its DtoC e-commerce platforms and e-retailers. After leaving global HQ, content needs to be adapted to local markets to stimulate online sales. This includes the creation and copywriting of master product sheets, which are then localized for the websites of the Group's various brands, as well as enhanced pages for various e-retailers.
There is also the challenge of managing very large volumes of text (up to 4,000 product sheets a year), while maintaining content coherence and overall brand consistency, in addition to integrating SEO to improve local performance.
OUR
SOLUTION
To meet Groupe SEB's needs when it comes to the adaptation of localized, SEO-friendly textual and visual content, Datawords has mobilized its multicultural, multi-disciplinary teams. These copywriters, SEO experts, e-commerce experts, translators and post-production teams work closely with the Group's global headquarters and with each market to write and produce content that is perfectly adapted to the various international subsidiaries: Germany, Spain, Italy, Portugal, Netherlands, Turkey, Hungary, etc. The creation of a dedicated team at Datawords has ensured effective coordination and a high level of responsiveness throughout the creation, optimization, integration and deployment processes.
Datawords' responsibilities include creating master product sheets, translating them into 27 languages, localizing creative content and integrating these assets into Groupe SEB's Product Information Management (PIM) and Creative Asset Management (DAM) systems. To improve the localization process, Datawords has created WEZEN. This platform not only enables local markets to log in and review or validate localized texts via a more user-friendly interface than traditional Excel files, but also allows them to make significant savings thanks to its translation memory.
Finally, Datawords teams are also responsible for the implementation and international roll-out of new e-commerce sites, as well as the creation of brand corners. This system highlights brands on the various Groupe SEB sites, bolstering their visibility and coherence across international markets.
THE
RESULT
The processes put in place to facilitate collaboration between Groupe SEB teams and Datawords have led to a significant increase in the number of localized and integrated assets, as well as a 20% reduction in costs.
These improvements have enabled Groupe SEB to strengthen its online presence on a global scale, ensuring consistency in the content and messages delivered across different markets. This collaboration underlines not only the importance, but also the great potential of content localization as part of a global marketing strategy.
