As soon as you're thinking of entering the international market, start building the localization strategy. It will help you:
- Create a good customer experience,
- Better understand the characteristics of your audience,
- Avoid mistakes and misunderstandings
Let's imagine that the company "X", a manufacturer of household goods, enters the international market. Its managers don't pay enough attention to localization and offer foreign customers the product as is. It turns out that the instructions are translated incomprehensibly, and ads don't attract the audience at all. Moreover, the company can't offer customers the needed products, simply because marketers haven't analyzed the new market. The level of sales is low, and it seems that the idea of going global has failed. However, this could've been avoided with a localization strategy.