Beyond Borders: Web Globalization Strategies

Q&A WITH L.L. BEAN

Shawn Gorman, Marketing Manager, e-Commerce

Q1: How popular are the translated pages? A1: With the international FAQ pages, the first few months of their being published saw the greatest traffic. Page views for the FAQs are much lower now, probably due to a more savvy online audience. Q2: Why did you choose Japan for your first full-scale localization? A2: After the United States, Japan is the world’s second largest e-commerce market. We chose to launch there first because the Japanese market is our greatest source of overseas demand. LLB International operates nine stores and circulates six million Japanese-language catalogs annually. LLB has developed a very successful multi-channel operating model in the United ...