Localization Programs: The Key to Winning In-Market Customers

Localization affects all businesses that have a presence around the world. No matter if you’re a Fortune 500 or a Global 2000 company, a localization strategy is a necessity to succeed in new markets and win over customers’ hearts and minds.

As businesses expand into new regions, they must adapt to the unique needs of local markets. From linguistic preferences to regulatory compliance, the ability to deliver a sufficiently localized experience can make or break a brand’s connection with its audience. For organizations seeking to stand out, localization is not a point-in-time agenda item; it’s an ongoing commitment.

In this blog, we’ll discuss more about the growing need for ongoing strategic localization programs, and how you can approach the task.

The growing need for localization

Customers expect digital products and services to feel personal and familiar, no matter whether they’re in Stockton or Stockholm. This expectation extends to the entire digital experience, everything from the language displayed on an app to the currency options available at checkout. As technology enables more brands to expand geographically, they must keep in mind that it’s a person, not a computer, that ultimately determines in-market success or failure.

Consider the dual-language requirements in Canada — a nation where businesses must accommodate both English and French speakers — and this doesn’t even get into the many different dialects and indigenous languages that some Canadians use every day. Or think about how user interfaces in regions like the Middle East must account for right-to-left reading patterns. Failing to account for customers’ everyday life patterns and needs is a great way to alienate them.

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Localization goes beyond customer convenience, intersecting with legal obligations and standards. For example, companies operating in Europe must adhere to accessibility standards that vary significantly from those in the United States — elevating accessibility standards across the board. Failure to comply with these standards might result in steep penalties and certainly results in reputational harm. These regulatory standards can also be specific to the industry, such as portability standards for streaming media licenses. Localization, therefore, is as much about mitigating risks as it is about creating seamless user experiences.

The dynamic nature of localization

Localization isn’t static. Political shifts, economic changes, an ever-changing marketplace and cultural trends all affect local users’ expectations. To go back to the evolving accessibility standards emerging in Europe, those stricter regulations are dictating product strategy on a macro and micro level. These changes require businesses to remain vigilant, updating products and services proactively to meet new requirements.

Cultural nuances also play a significant role, and these can also evolve over time. The terminology, phrasing and even imagery that resonate in one region might fall flat or offend in another. Organizations that rely on outdated or generic approaches to localization risk alienating their audience.

Staying dynamic means having teams in place — both internally and externally — who can monitor these changes and respond swiftly. Where possible, test iteratively with in-market customers to reveal potential points of friction or failure. Ensure that design and dev teams prioritize legal feedback on regulatory changes. Rinse, and repeat. The localization job is never done.

Benefits of a properly localized product

Well-executed localization programs do more than prevent mistakes — they build trust and loyalty. With revenue relying on subscription models more than ever, loyalty is less a novel concept than a proven moneymaker.

Customers who feel understood and valued are more likely to stay engaged with a brand. For instance, a client of ours, a global beauty retailer, faced challenges ensuring their website accurately reflected linguistic and functional needs across different regions. Dialects like French Canadian and French Polynesian are different from French, and issues like inconsistent translations and malfunctioning features were appearing on their app. We helped the company refine its localization approach, dynamically scaling in market to generate feedback leading to improved customer satisfaction.

Another case involved a streaming service struggling with currency mismatches in its subscription process. Users in one region saw prices displayed in the wrong currency, causing confusion and potentially deterring sign-ups — issues like this are far from trivial in the onboarding process. By identifying and resolving these discrepancies, the company demonstrated a commitment to delivering a seamless experience and strengthened its onboarding process.

Proper localization programs foster consistency, regardless of the market. Whether it’s ensuring a familiar checkout process or tailoring advertising to local preferences, localization helps brands maintain their reputation while driving revenue growth. And the lessons learned from succeeding in one market are likely to yield success in additional markets.

Building successful localization programs

Localization is not a set-it-and-forget-it task; it requires regular review and updates to keep pace with market demands. Companies that prioritize feedback loops and iterative adjustments are better equipped to navigate complexities and ensure long-term success. This is why the emphasis should be placed on building ongoing localization programs.

Creating robust localization programs requires a blend of internal expertise and external insights. While a company’s internal development team lays the foundation, external testers in market provide the local perspective necessary to ensure products meet real-world expectations. These testers bring invaluable knowledge of local regulations, cultural norms and user behavior, all of which can manifest as blind spots for the organization.

For example, testers based in the United Kingdom might alert a company to regulatory standards specific to Scotland or Wales. Likewise, testers in Latin America could provide feedback on how local payment systems integrate with the product. This dual approach — combining internal teams with external experts — helps organizations stay ahead of changes while delivering consistent quality, which is otherwise near impossible at a global scale.

Companies that partner with Applause gain access to a global community of in-market testers. Combining our expertise and a community of more than one million global experts, we help ensure that our clients’ products meet local expectations and deliver exceptional user experiences. From navigating complex regulatory landscapes to refining customer journeys, Applause provides the knowledge and resources needed to help brands succeed in every market. Investing in a thoughtful, dynamic localization strategy — with the right partners — is the key for companies to thrive in today’s interconnected markets.

Localization programs are about more than just translating text or adjusting currencies; they’re about creating meaningful connections with customers around the world. By addressing local nuances, complying with regulations and maintaining cultural relevance, businesses can strengthen their brand and expand their reach. Let’s chat today about how we can help you achieve your localization goals.