CEO Sharon Price John says Build-A-Bear’s old e-commerce system is a big reason for disappointing online sales in December.
The home and auto consumer electronics retailer already offers a Spanish-language option at its call center. Now, in response to growing customer demand, it renders a version of its entire web site in Spanish.
Crutchfield Corp. has launched Crutchfieldenespanol.com, in recognition of a growing segment of the Internet audience in the U.S., where an estimated 13 million Spanish speakers are now online. Crutchfieldenespanol.com, accessible under its own URL and also linked to Crutchfield.com’s home page, replicates Crutchfield.com in Spanish, including the shopping cart and other shopping features, and all the product information, buying and installation guides available on the flagship site.
Crutchfield’s call center already offers a Spanish language option for customers. “Crutchfield pioneered Spanish-speaking sales advisors more than 10 years ago,” says Bill Crutchfield, founder and CEO. “Recently, our sales advisors told us that a growing number of their customers wanted to research and purchase their consumer electronics online in their native language. We are excited to be able to respond to that desire.”
Crutchfieldenespanol.com uses technology from multi-lingual consumer communications services provider Motion Point to skirt the necessity of building two separate sites in English and in Spanish, which has been a barrier for retailers in the deployment of alternative language sites. The technology’s web-based translation tools dynamically render the web site into Spanish including current additions and modifications, while preserving the brand’s look and feel. Crutchfield monitors and updates its Spanish language site as usual, and MotionPoint maintains the Spanish-language version of the site.
“We’re pleased to support Crutchfield’s efforts to expand its growing Hispanic customer base online,” says Will Fleming, CEO of MotionPoint.