The starting point

The most recent surveys show that more than 70% of consumers who choose e-commerce are more likely to make a purchase if they see a product page in their native language.

This figure is not so surprising if you think about our daily habits; although globalization, especially virtual globalization, leads us to conform to standard linguistic choices (think of the normal use of English), being able to rely on a safe reading is always a source of comfort.

This is why many companies try to adapt by applying translation strategies to their content, in a more or less correct manner. It is not enough, however, to insert your product sheet or blog article into an automatic translator to say you have adapted; the reality of the matter demands meticulous and well-organized work. MBK Fincom, for example, has over the years created a translation department within the ProduceShop team that works according to predefined, effective and consistent schedules and tasks. Let’s take a look at what today’s market requires and what instead should be avoided.

A growing sector

There’s no denying that e-commerce is a constantly growing sector. The last two years in particular have seen the majority of consumers around the world opting for online shopping, even the most immediate and habitual purchases. This growth trend has been observed practically all over the world; however, given that not all national economies have their own platforms, or that in many countries there is a tendency to want to buy from foreign markets (think of Amazon‘s capillarity), the direct consequence of the growth of e-commerce dynamics has been the spread of different markets to more countries.

Consequently, and quite logically, the first problem for large online operators arose: how to adapt my virtual commerce to the local one I am joining? A first step was to re-translate their catalogue into English (if this was not already the starting language); however, this solution found clear limits, since not all consumers, however familiar they may be, can call themselves professionals, or even might not be interested in knowing it. Investment has therefore shifted towards a more responsible choice, namely the use of translators; catalogues and marketing strategies were rewritten each time according to the instructions of various language professionals, translation agencies or, unfortunately, the automatic translator of the moment.

The weakness of the first methodologies soon became obvious: when transposing product information sheets and, above all, communication campaigns and strategies into a new language, the brand’s tone of voice also had to adapt to the new audience. This is where the concept of localization comes into play: adapting e-commerce to the local trade, to its language, but above all to its way of buying, speaking, seeing and thinking. All this by investing the right resources in translation.

L’une des tendances les plus recherchées de ces dernières années : découvrons comment cette philosophie peut également être utilisée dans la décoration intérieure.

L’armorocromie est une discipline qui, à travers l’analyse des couleurs et des palettes, permet de créer une harmonie entre elles et la personne ; née autour des années 1930, elle gagne du terrain dans le monde du maquillage depuis environ 2019. L’idée est de trouver les bonnes combinaisons de couleurs, de tons, d’intensités, qui mettent en valeur la personne, produisant un ensemble harmonieux et agréable.

Mais l’armocromie ne s’applique-t-elle qu’au maquillage et à la mode ?

Bien sûr que non, sinon nous n’en parlerions pas. Après avoir pris les rênes de cette discipline, les architectes d’intérieur s’efforcent depuis peu de modifier les meubles et les solutions de décoration intérieure en fonction de leurs impératifs.

Lo sciabordare delle onde sulla banchina del porto vecchio, attutito dalla distanza dello stesso porto da casa mia, mi riporta a una gioventù che sento sempre più lontana, non nel tempo, non nello spazio, ma nell’irruento lanciarmi in mare senza temere ciò che gli occhi non mi concedono al pensiero nel blu indistinto.

Una brezza stagionale trasporta tenui e gustosi profumi salini, la stessa brezza che negli anni ha ispirato poeti e filosofi e scrittori di ogni mare, in verso inverso ma sempre dolce; e questo stesso leggerissimo grecale è la scintilla spenta che mi infonde energia, mi riscuote la memoria dal suo apatico e rassegnato muto rimembrare, un’attività  tanto dolorosa e tanto sicura per il pensiero: perché quando la vita arriva a un traguardo, sia esso definitivo, o un checkpoint, l’uomo è portato a fare una scorta di quanto l’esistenza, negli anni della ragione e del libero agire, gli ha concesso, soppesando senza un giusto metro il bene e il male, i meriti e le colpe, le ambizioni e i compromessi, i premi e il fallimento.

E questo sciabordio, quindi, è il “la” che apre l’opera di memoria, infida sinfonia che si sviluppa lasciva e traditrice sul lungo pentagramma della mia vita; il tempo è dispari, aritmico incedere delle vicende che scandiscono battute sincopate, ora sorriso, ora terso sudore freddo, ora lacrime salate.