As the ‘golden quarter’ approaches—a critical period for retailers during the festive shopping season—DeepL, a leading global Language AI company, has released a white paper titled “The Executive Guide to AI-Enabled Communication and Global Retail.” This guide explores how AI can enhance multilingual communication, a crucial element for retailers looking to expand globally and connect with an increasingly diverse customer base.
Key Insights from DeepL’s White Paper
1. Importance of Multilingual Communication in Retail
- Effective communication in multiple languages is essential for global retailers. Relying solely on English is no longer sufficient in today’s international market.
- AI-driven language solutions can significantly improve operational processes by enabling seamless communication between headquarters and international offices.
2. AI’s Role in Enhancing Retail Operations
- DeepL’s AI tools help retailers scale communications, boost employee productivity, and reduce the costs associated with translating and localizing content.
- AI integration ensures that core systems like customer service and HR tools support employees in their local languages, enhancing overall efficiency and satisfaction.
3. Addressing Consumer Preferences
- Research shows that 75% of shoppers prefer to communicate in their native language when making purchases online. This highlights the importance of effective translation solutions across all stages of the retail experience.
- Language AI can help resolve supply chain disruptions more efficiently by improving communication with global suppliers, particularly during high-demand periods.
4. Top Use Cases for Language AI in Retail
- Retailers use Language AI primarily for creating content in multiple languages (46%) and for communication in languages where proficiency is low (36%).
- The most commonly translated content includes external communications (57%), internal communications (39%), and marketing materials (32%).
5. Specific Scenarios Where Retailers Benefit from Language AI
- Translating emails, customer support tickets, and chatbot interactions to serve multilingual customers more effectively.
- Developing marketing assets in multiple languages for seasonal promotions and holiday shopping campaigns.
- Translating internal systems for international operations and external resources like product information and websites, enabling a smoother international expansion.
6. Case Study: Alza’s Success with DeepL
- Jakob Kalina, Head of Localization at Alza, noted that DeepL’s API transformed their approach to managing user reviews. By translating reviews from Czech to German and Hungarian, Alza increased conversion rates and improved customer trust, strengthening their position in the competitive e-commerce market.
With the busiest retail season approaching, there’s still time for retailers to implement AI tools like DeepL to enhance productivity and positively impact their bottom line. A 2024 Forrester study highlighted that DeepL delivers a 345% return on investment, reducing translation time by 90% and workload by 50%. For retailers aiming to grow revenue and scale into new markets efficiently, AI-enabled language solutions offer a significant competitive edge.
