Localization isn’t always about reaching out to foreign markets.

We often think of localization in terms of communicating to foreign markets in a global economy. But a localized marketing approach can be carried out at home as well.

New marketing efforts by Macy’s show two ways that the strategy of “localization” is being applied to markets within the USA. One approach doesn’t have anything to do with foreign language or different cultural niches; this idea of “localization” means simply giving customers the sense they are dealing with a local operation rather than a big chain.

To this end, Macy’s retail operations plan to forget national consumer profiling for a more regional approach, individualize direct mail books, and also participate more in community-based events.

There is, however, an important cultural basis to Macy’s localization efforts. As reported on Portada, a site specialized in marketing to the Hispanic population, Macy’s is actively reaching out to the Hispanic market segment, which will likely represent over 20% of its customer base in the next 10 years.

This type of localization involves language translation and cultural marketing – and, as this example clearly shows, can be useful domestically as well as internationally.

In order to better reach the Hispanic clientele, Macy’s already uses Spanish in some of its broadcast and press advertising.

With the company’s new localization strategy, we can expect Macy’s to participate in Hispanic Heritage Month, local Hispanic cultural events, and strive to make their digital and social networking strategy bilingual.

Betty Carlson

See Also

• Language Translation, Inc.
  A leading language translation and interpretation service provider for more than 20 years.