global retailer translation case study mothercare

Global retailer translation case study

Better Languages have been sole translation providers to Mothercare since 2006. We translate their full range of own brand products. Translations have included clothing labels, packaging, product leaflets and user guides, marketing materials, HR files, and technical documents. We also provide typesetting services. Arabic and Farsi are supplied as outlined EPS files. We typeset them using the Middle Eastern versions of InDesign and Illustrator. This results in accurate display of Arabic and Farsi characters on artwork.

Global retailer translation

Mothercare are a multi-national omni-channel retailer, trading in store, by mail order and online. They are currently trading in over 60 countries worldwide, and also own Early Learning Centre. We provide retail translation services into 15 languages, including Greek, Arabic, Korean and Simplified Chinese, and 17 languages for ELC. As sole providers we work directly with Mothercare staff, and also with outside suppliers.

Our work is characterised by:

  • Working closely with the in-house team to ensure consistency and accuracy.
  • The majority of our translators are in-country, which ensures up to date terminology.
  • “Can do” approach: helping problem solve, including giving advice on cultural issues and localisation.
  • Fast turnaround, an example of which was one of our US based translators working through the 4th July holiday, when a large quantity of translation was needed for a store opening in China

Mothercare have diverse translation needs, as have many global retailers. We provide a variety of languages, often on tight deadlines, and requiring a number of technical specialisms. We know their product range very well, which helps us use correct technical terminology, and provide highly accurate translation. They like the flexibility of our service, and our account management approach. We work with a number of external suppliers, as it is important to Mothercare that we are prepared to do this, as they require the consistency provided by a single supplier.

Mothercare acquired Early Learning Centre in 2007, as a result we now supply ELC translations in addition to Mothercare. There is good synergy between the product ranges, and we are able to deliver consistent translation across both ranges, as we understand both ranges, use the same translators, and the same translation memory.