Local customer language
Translating is not the same as understanding locally.
Customers use regional words, professional terms, abbreviations and commercial language that do not always follow directly from the product catalog.
Start with search data
Use real queries by market to discover which words customers use for the same product need.
Make market rules explicit
A term may have a different meaning or preference in the Netherlands, Belgium or Germany.
Use synonyms focused
Only add relationships that are truly equal within assortment and market.
Keep Local Autonomy
Local teams should be able to manage relevant exceptions without losing central standards.
Measure effect
Follow zero-result searches, CTR and conversion for custom terms by market.