World Beaters: How translation services have helped Optimum Nutrition compete on a global
level
Sport is big business, and sports nutrition is one of the fastest growing aspects. Offering that vital
competitive edge to athletes, the market for bars, powders, drinks and vitamins is just as tough as
any rugby pitch or running track. From their state-of-the-art production facilities, sports nutrition
manufacturers Optimum Nutrition (ON) have been building an increasingly strong following for their
range. It’s no mean feat with such fierce competition, especially given the sheer breadth of outlets
they now boast. Optimum Nutrition products are stocked in 70 countries, where athletes can shop for
them in major grocery chains as well as natural product stores, gyms, fitness centres and online.
But when they decided to take things to the next level and create a multilingual e-commerce offering,
the ON team knew they needed some additional skills on their team. So they turned to multilingual
SEO experts Capita Translation and Interpreting (Capita) to help them reach out to their new
customer base.
With French and German speakers offering the largest market opportunities in the continent, Capita’s
translation services went into action providing website localisation that would hit the target. Drawing
on their experience creating multilingual SEO for Activ Instinct and CycleStore.com brands, meeting
the deadline was always going to be a challenge. Translation services cannot afford to be anything
less than 100% accurate, but with a very quick turnaround requested by ON this presented a
challenge. The solution was a handpicked squad, with ON interviewing their translators personally to
ensure they had exactly the right people to transform the brand and the product range into
multilingual SEO.
When ON eventually launched their French and German site variants in September 2012, additional
marketing was used to drive traffic and increase awareness. But the translation services spoke for
themselves. Sales through e-commerce doubled thanks to the localisation, with a traffic increase of
30%.
But this is just the beginning. ON have their sights set on Spain, ahead of schedule, with more
multilingual SEO from Capita lined up to deliver the goods, as well as providing on-going translation
services for packaging and dynamic web content. So the marketing team can rely on optimum
efficiency on every project.
Sara Trechman, Head of Marketing at Optimum Nutrition, said:
“Working with Capita Translation and Interpreting gives us close control over our localisation
requirements, while Capita deliver quickly and efficiently. Through using localisation and by working
with Capita, we were able to double our online sales in 2012, which was a real success for us, and
we look forward to developing this channel in other European markets during 2013.”
With a further doubling of e-commerce sales planned - and a goal of e-commerce business sales
reaching 10% by 2015 – the dream team of ON and Capita have the world at their feet.
enquiries@capita-ti.com
Tel: +44 (0) 845 367 7000 - UK
Tel: +1 (800) 579 5010 - USA
www.capitatranslationinterpreting.com