global retailer translation case study mothercare

Global retailer translation case study

Better Languages worked with Mothercare between 2006 and 2018 on a wide range of projects. We translated their full range of own brand products into 15 languages. Translations included clothing labels, packaging, and product leaflets. We also translated user guides, marketing materials, HR files, and technical documents. We also provided typesetting services. Our team provided Arabic and Farsi as outlined EPS files. We typeset them using the Middle Eastern versions of InDesign and Illustrator. This resulted in accurate display of both 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 provided retail translation services into 15 languages, including Greek, Arabic, Korean and Simplified Chinese, and 17 languages for ELC. As sole providers we worked directly with Mothercare staff, and also with outside suppliers.

Our work:

  • We worked closely with the in-house team in order to ensure consistency and accuracy.
  • The majority of our translators were in-country, which ensured up to date terminology.
  • “Can do” approach: helping problem solve, including giving advice on cultural issues and localisation.
  • Fast turnaround. An example of this was when our US team worked through the 4th July holiday. We did this when Mothercare needed a large quantity of translation for a store opening in China

Mothercare had diverse translation needs, as do many global retailers. We provided a variety of languages, often on tight deadlines, and requiring a number of technical specialisms. We knew their product range very well, which helped us use correct technical terminology, and to provide highly accurate translation. They liked the flexibility of our service, and our account management approach. We worked with a number of external suppliers. This was important to Mothercare, as they required the consistency provided by a single supplier.

Mothercare acquired Early Learning Centre in 2007, as a result we then supplied ELC translations in addition to Mothercare. There was good synergy between the product ranges. We were able to deliver consistent translation across both ranges. We achieved this because we understood both ranges, used the same translators, and the same translation memory.