Payless launches Spanish-language website
Payless ShoeSource, Inc. has launched a Spanish-language website to better serve its Hispanic consumers.
In a release, Anna Savignano, Director of Payless.com at Payless ShoeSource stated, "The Hispanic community is an important part of our customer base." Indeed, Payless operates 400 company-owned and joint venture Payless stores in Latin America and the Caribbean.
The brand said that the Hispanic consumer expects an "inclusive, accurately translated online shopping experience." According to Savignano, the new site is designed to give these customers a more enjoyable shopping experience that more fully meets their demands.
Payless worked with website localization firm MotionPoint to launch the Spanish language site.
Craig Witt, executive vice president at MotionPoint explained that it was not merely a matter of translating the existing Payless site into Spanish. “Messaging must also be culturally authentic and relevant to the audience. This tells consumers that your brand cares about them", he said.
Interestingly, however, there is currently no difference in content between the English-language and Spanish-language sites, and merchandising and messaging appear to be the same at the present time. Based on Witt's comments, it would appear that the goal is to differentiate the two versions of the site in the future.
Payless operates 3,600 retail locations in 40 countries and in 50 US States. The Spanish-language site is now live.
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