Local terminology
Manage words and writing methods as customers actually use them in a market.
Terminology →International use case
One brand, multiple markets, local search expectations.
Growing internationally requires more than translating texts. Customers use local terms, spelling, categories and buying context. Search should support local relevance without losing central governance.
Local relevance
Combine language, assortment and market context.
Multilingual product data
Keep titles, attributes and categories usable by market.
Product data →Ranking by market
Allow availability, assortment and commercial priorities to be considered locally.
Ranking →Analytics by market
Compare the same KPI definitions without losing store context.
Analytics →Central governance
Prevent every market from becoming a separate search project.
Multi-store
Manage central standards and local exceptions consciously.
Multi-store →Synonyms by market
Use local search data as evidence for language variants.
Synonyms →Merchandising
Tailor campaigns and seasons to local commercial context.
Merchandising →Governance
Determine which changes are managed centrally and which are managed locally.
Governance →Rate international search with real local queries.
Use own product data and search behaviour per market as a starting point.