As the Hispanic penetration into the online world continues, slowly but surely retailers and site owners are being more conscience of this audience and the spending power they can provide.
Considering murdok’s coverage of the Hispanic search market in the past (championed by Nacho Hernandez of iHispanic Marketing), this revelation should come as no surprise to our readers. However, that shouldn’t lessen the excitement when you actually see companies acting instead of paying lip service.
Such is the case with Orchard Supply Hardware, who is part of the Sears Roebuck and Co family. OSH recently launched a version of their web site done completely in the Spanish language in order to accommodate their Spanish-speaking customers. To accomplish the necessary alterations, OSH employed the services of MotionPoint.com, a company providing English to Spanish site translations using their TransMotion technology.
says, “More and more Hispanics are becoming home owners and home improvement do-it-yourselfers, so it seemed appropriate to offer the information on the Orchard Supply site with an option to view it in Spanish. Our site is designed primarily to drive customer traffic back to the stores, and with the addition of MotionPoint’s Spanish translation feature we hope to increase not only our site visits, but store traffic as well.”
When it comes to offering the Hispanic population a legitimate, Spanish language site, hopefully OSH is not the exception, but the rule.
Chris Richardson is a search engine writer and editor for Murdok. Visit Murdok for the latest search news.
