November 30, 2005, 12:00 AM

Illuminations launches Spanish-language version of Illuminations.com

After analysis shows that its three biggest online markets are those with a strong Latino presence, Illuminations becomes the latest to render a version of its web site entirely in Spanish.

Kurt Peters

Executive Editor

 

After analysis shows that its three biggest online markets are those with a strong Latino presence, Illuminations becomes the latest to render a version of its web site entirely in Spanish.

Joining the ranks of Crutchfield, Sears, Advance Auto Parts and J.C. Penney, candle and accessories retailer Illuminations, No. 322 in the Internet Retailer Top 400 Guide to Retail Web Sites, has launched a Spanish-language version of its web site. A click on “en Espanol" on the home page of flagship site Illuminations.com launches the site, which includes product information, promotions and merchandising features in Spanish. The online purchasing process can be conducted in Spanish and it’s supported by available telephone customer service in Spanish.

“Each of our largest online markets-California, Florida and Texas-enjoys a strong Latino presence, so we decided to act quickly to ensure our Spanish-speaking customers have complete access to our web site in the language with which they are most comfortable,” says Clay Lingo, vice president, direct to consumer.

Illuminations’ Spanish language site uses TransMotion technology from provider MotionPoint Corp. the same technology that powers Spanish language sites for Crutchfield, Puma North America, and others. The technology’s web-based translation tools dynamically render the web site into Spanish, including updates and modifications, while preserving the brand’s look and feel. Illuminations monitors and updates its English language site as usual, while MotionPoint will maintain the Spanish-language version of the site.

An estimated 13 million Spanish speakers are online in the U.S. According to a recent study from Feedback Research, a division of Claria Corp., 69% of Spanish speakers who shop online prefer Spanish language sites when shopping or gathering information about products and services online.

 

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