High Volume, Short Turnaround

Making Translation Work in Retail

When product managers and marketing managers in retail need content in foreign languages, they find precious little time to devote to the translation function.

Translation in retail often means high volume and short turnaround, and these factors drive cost and quality as well. It is difficult enough to deliver packaging, brochures, signage, and point-of-sale materials in the original language for hundreds of products per month, let alone deliver quality translations on time and within budget.

Managers responsible for balancing quality, turnaround, and cost can use this paper to examine their own translation processes and improve them, as well as get answers to the following questions:

• What else figures in the translation landscape of retail?
  
• How do retailers fit translation in?
  
• What role can technology play in the translation effort?