Global digital marketing agency Croud’s new report on consumer attitudes towards brand localisation techniques across Western Europe and APAC shows that over half (57%) of consumer have experienced language or cultural issues while shopping with a global brand, with a quarter (24%) of consumers stating they would be less likely to purchase from them as a result.
Croud surveyed 1,600 people across China, France, Germany and Japan to discover how localisation techniques affect brand perception. The results show while two thirds (69%) of respondents expect international brands to tailor their video and imagery to the local market, a quarter (24%) state that inaccurate cultural references or content on a website negatively impacts their perception of the brand and brand trust.
Majority of respondents across markets emphasised the importance of having testimonials and reviews from people in their local market, and/or their native language. Another prominent issue was local currency, with 26% of respondents stating they would be less likely to purchase from a brand who was using a non-local currency on their website.
Chris Ford, Croud’s Head of CRO, said: “There are often underappreciated, but vitally important aspects to consider when operating in foreign (to you and your teams) territories. Understanding that consumer’s culture, behaviour, needs, wants, the market nuances and the competition are all key to driving success and connecting with your target market. Especially if launching into a new territory. You (arguably) only get one chance. Localisation faux pas can put you at risk of losing out on key opportunities to scale your brand globally.“
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