Boots intends to trial in-store translation services in its GB stores in a bid to improve its shopping experience for non-native English speakers, according to today’s announcement in Retail Gazette. This interpretation service will be provided US-based Voyce and testing will take place across a limited number of Boots outlets.
This sounds like an interesting idea, but is it the sort of thing that will really make a difference? To find out, Huq analysed its record of 21,172 unique Boots visitor profiles over the last two years to discover how many store visitors indicate that English is their primary language - or otherwise.
Specifically, we looked at our panel’s mobile language settings and compared those with English to those otherwise. We also compared Boots visitors’ language share to our GB-wide mean average to produce the associated index metrics (‘more-than or less-than normal’) - the resulst of which you can view in the table below.
So is it a good idea?
If around 70% of Boots store visitors have the English language setting enabled on their mobile devices, that means that circa 30% of their store visitors do not. This represents a significant proportion of their store traffic. Absent firm unique store visitor figures, their quoted 14.4 million active Boots Advantage Card members figure suggests the foreign-language component of their GB customer-base numbers in the millions.
So could taking steps to provide a better customer experience for non-native English speakers sound like a good idea? Well, if only a modest proportion of that figure spends more as a result of their multi-language experience, we’d say ‘Ja! Oui! Si! Da! Hai!’.