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From software, videogames, websites, social media networks, and corporate communication. Sitcoms’ scripts, to even fashion items, fast food (like the one from McDonald’s or Domino’s), and the list goes on. Localized tangible products and intangible services can be found anywhere, in any industry of any size.

It does not even matter if we are talking about a multinational enterprise that serves mass markets or a startup focused on satisfying a single niche abroad. Both can benefit from the art of taking in consideration local best & worst sellers lists, social trends, the Gross Domestic Product (GDP), and other metrics, followed by a posterior analysis to understand if there are religious, cultural, political, reasons behind those stats. Those are the first steps to achieve a successfully localized product.

Localization is a linguistic tool ideal for any brand looking for establishing a real international presence by effectively communicating with existent and potential customers whilst adapting to their own cultural, political, social realities. Localization services take the “satisfaction of a customer need, want or desire” principle that every product should follow to a whole new level; as if the product was specifically created for a specific target audience and handled by native experts.

On-site and Digital Localization

These days, both customer-sensitive products & services are very common. Marketers saw the benefit of segmenting their efforts and resources inspired on diverse variables more than just delivering a rigid idea incapable of adapting to the final user’s actual consumption reality. Hence, a localization expert is a requirement when setting the initial ideas of a future project.

Many people think localization stands as a synonym for translation. Despite the fact that a localized product actually includes top-notch translations based upon native idiomatic expressions, vocabulary, etc. it gathers other benefits like converting to local formats.

Localized formats include: applying local decimal and thousand separators, dates' formats, addresses, punctuation, units of measure). Plus, due to the fact that localization follows a demographic, behavioral, and geographic analysis, it guarantees the respect for national regulations and legal requirements in order to create a helpful, original, and valuable offer for each market, “suiting their tastes and consumption habits”, as stated by the Globalization and Localization Association (GALA).

Regarding the localization of apps, websites, ecommerce portals, platforms and other digital windows, the localization expert must work in the source code files, maintaining original source code and updating only the language taking care that the source code is not adjusted or touched in any form. Information and Communication Technologies (ICTs) need localized graphics and optimized layouts as well for presenting a flawless audiovisual user experience.

The success of these tailor-made offers derived from a macro-environmental analysis has been escalating thanks to the opening of new worldwide markets and the development of engaging, cost-effective communication platforms great for high traffic, global exposure and for establishing businesses connection with their internal and external audiences across the world.

To understand the actual benefits of a localized project, it is fair to name some memorable cases. Like Dior with their African fashion line. The head designer, Maria Grazia Chiuri, wanted to “talk” to the continent more than creating simple dresses with basic prints, in the opinion of Anne Grosfilley, an anthropologist who worked with the Dior’s creative manager for designing the Cruise Collection 2020 that was exposed Marrakech.

From African native designers, designers with African relatives, Dior localized their products to effectively serve and specific market.

“To further support African fashion and craftsmanship, and showcase the complexity of Wax fabric, Maria Grazia Chiuri partnered with Uniwax –one of the very few remaining manufacturers of the fabric that still use traditional methods of production.” According to Guild

Another localization examples are McDonald’s strategies for creating traditional breakfasts in many Latin American locations, like McArepas in Venezuela or McBurrito in Mexico. Or how Kentucky Fried Chicken adds extra spice to their chicken wings on Trinidad and Tobago. Not to mention how Domino's, as claimed by Patrick Doyle, Domino’s CEO, more than half than the Domino’s menus are localized.

A localized brand demonstrates that it is devoted to its clients and committed to surpass their particular satisfaction levels.

As has been noted, a high-quality localization, just as a translation and linguistic services overall, must be handled by an experienced department composed by qualified mother tongue linguists, IT experts and localization masters within their appropriate area of expertise.


If you wish to receive a detailed offer or consultation on Information Technology provided by Wagner Consulting, contact our Sales Team, who will gladly assist you.

IT Division at Wagner Consulting
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