April 28, 2005, 12:00 AM

Puma kicks off Spanish-language site with content management service

With the growth in the U.S. Hispanic market driving up demand for its soccer-related products as well as other apparel and accessories, Puma North America is using an outside service to expedite the management of content on its new Spanish-language site.

Kurt Peters

Executive Editor

 

With the growth in the U.S. Hispanic market driving up demand for soccer-related products as well as other apparel and accessories, Puma North America is using an outside service to expedite the management of content on its new Spanish-language site. The service is 4 to 5 times faster than managing content in-house, e-commerce manager Greg Pulsifer tells InternetRetailer.com.

“The Spanish-language market is huge for us,” Pulsifer says. To quickly serve the market, Puma decided to build a Spanish-language replication of its English-language e-commerce site, Store.Puma.com. But when it considered hiring an in-house Spanish-speaking content manager to replicate the English-language content on its new Spanish-language sister site, it realized that an in-house approach would take too much time and expense, he adds, noting that an in-house person might take days to upload Spanish-language content. “Every month we add several new products to our site,” he says.

Puma launched its Spanish-language site within 60 days last fall using the TransMotion content management and translation system from MotionPoint Corp., Coconut Creek, FL. So far, conversion rates and sales are running about the same as on the English-language site, meeting Puma’s expectations, Pulsifer says.

But without the MotionPoint system, he adds, it would be difficult to keep up with content changes on both sites. The system saves Puma 15-20 hours per month of the extra time it would take to refresh Spanish-language site content in-house and properly represent its brand, he says.

With MotionPoint, Puma just adds content as it always has to its English-language site. MotionPoint uses a combination of software and manual content translation to detect changes to that site and copy it, including all images and text, to the Spanish-language site. Once Puma adds or modifies content on its English-language site, the changes appear on the sister Spanish site within one business day, Pulsifer says. “We don’t have to even think about it,” he says. “But we’ve already seen a good return on investment.”

Will Fleming, CEO of MotionPoint, says TransMotion is used by about 20 retailers and branding companies. Costs range widely based on the size of a web site, with implementation starting in the “low single-digit thousands” to more than $1 million, plus ongoing maintenance fees, he says.

 

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