Orchard Supply Hardware Harvests Hispanic Buying Power with New Spanish Website
27 August 2005
Orchard Supply Hardware (OSH), a division of Sears Roebuck and Co., announced the launch of its new Spanish-language website to provide online capability to customers in their language of their choice. OSH used MotionPoint Corporation’s proprietary TransMotion™ technology to quickly, easily and cost-effectively develop and deploy their Spanish website.
"More and more Hispanics are becoming home owners and home improvement do-it-yourselfers, so it seemed appropriate to offer the information on the Orchard Supply site with an option to view it in Spanish," said Dave Matsuoka, webmaster of osh.com. "Our site is designed primarily to drive customer traffic back to the stores, and with the addition of MotionPoint’s Spanish translation feature we hope to increase not only our site visits, but store traffic as well."
More than 45 million Americans don’t speak English as their primary language or don’t speak English at all. MotionPoint’s TransMotion technology, coupled with its One-Link Deployment™ system, opens the door for OSH to better serve these demographic segments online. And since more U.S. Hispanics use the Internet to make final decisions about brands than their general market counterparts do (according to the third annual AOL/Roper Hispanic Cyberstudy), OSH is in a strong position to capitalize on that brand loyalty.
"As a major retailer in California, the Hispanic demographic is very large and very important to OSH," added Matsuoka. "We opted to have our site translated into Spanish by MotionPoint because they had an efficient and cost effective approach for implementing and maintaining this feature."
MotionPoint provided OSH with a fundamentally different approach to website translation by combining best-of-class professional human translations with proprietary software tools that remove any upfront IT development and integration for the client. Perhaps the greatest advantage of utilizing this unique approach is that no ongoing maintenance is required by OSH’s IT department. The staff continues to monitor and update its English-language site as usual, and MotionPoint maintains the Spanish-language version of the site.
"Orchard Supply understands their demographic as well or better than any retailer, given their geographic location," said Will Fleming, president and CEO of MotionPoint. "We are pleased to be working with them to deliver the quality and customer service online that their Spanish-speaking customers have come to appreciate inside their stores."
About MotionPoint Corporation
MotionPoint Corporation is a technology company that provides retailers, government, e-commerce organizations and more with a range of multi-lingual consumer communication services for their online business operations. The company serves U.S.-based and international clients from its headquarters in South Florida. For more information about MotionPoint and its TransMotionâ„¢ technology, please visit www.motionpoint.com.
MotionPoint and TransMotion are trademarks of MotionPoint Corporation. All other product and service names mentioned are the trademarks of their respective companies.
For more information, press only:
Bridgette King, Public Relations Manager, MotionPoint
954.937.9616, e-mail protected from spam bots
Source: PR Web
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