The Retailer's Resource for Web Globalization Best practices and resources for taking retail Web sites global (and local) Table of Contents About the Author

Going Global Gracefully

Over the next ten years thousands of retailers will localize their Web sites for new markets. But Web globalization isn't easy, particularly for retailers. This guide provides best practices and profiles of companies such as Dell and IKEA.

Who This Guide is For

This guide is intended for marketing and Web development teams at US-based retailers, both large and small. This guide is designed to save you time and help you avoid many of the mistakes made by retailers who have gone before you. The guide includes a mix of real-world best practices and globalization vendors.

¿Habla Español?

Even retailers that have no plans to expand beyond the US will find themselves grappling with Web localization. The 39-million-strong block of native-Spanish speakers is growing in affluence and in its preference for retailers who speak to them in their native tongue. And right behind them are Chinese speakers, who may be much smaller in numbers but also represent a significant selling opportunity. This guide provides best practices and profiles Southwest Airlnes and compares Lowe's to Home Depot.

Table of Contents

Part I: The Retail Web Globalization Revolution

• E-Commerce Is a Global Phenomenon
• The Best Global Web Sites
• Web Globalization Cuts Both Ways

Part II: Retailers Going Global: Expanding Beyond Borders

What Makes a Good Global Web Site Great?
• Performance
• Language
• Global Navigation
• Global Consistency
• Localization
• Profile: IKEA
• Profile: Dell
• Profile: InterContinental Hotels
• A Tiered Approach to Web Globalization
• Web Globalization Checklist

Part III: Retailers Going Local: ¿Habla Español?

• Overview
• Best Practices
• Profile: Southwest Airlines
• Profile: Home Depot vs. Lowe’s
• Looking Beyond Spanish: Chinese-American Web Localization

Part IV: Resources for Retailers

• Making Sense of the Translation Industry
• Translation / Localization Agencies
• Wanted: A Few Good Translators
• Outsourcing Global E-Commerce
• Secrets of Global Customer Service

About the Author

Byte Level founder John Yunker has focused on global navigation issues since 1999 and pioneered many Web globalization techniques. In 2002, he authored the first book devoted to the emerging field of Web globalization, Beyond Borders: Web Globalization Strategies. Widely acclaimed, the book is now used in a number of university and corporate training programs.

John consults with many of the world’s largest multinational corporations, providing Web globalization training and benchmark services. Over the years, John has been quoted on Internet development and Web globalization in such publications as:

• The Boston Globe
• Business Week
• Internet Retailer
• MultiLingual Computing

John is author of the best-selling report, The Web Globalization Report Card.