RELIGIOUS PRODUCTS MAILER The Catholic Co., which has sold online since 2001, has just unveiled a Spanish-language e-commerce site. CompaniaCatolica.com is the first major, U.S.-based, fully Spanish-language Catholic online store, says Nicholas Cole, marketing director of parent company Trinity Road.
In addition to product descriptions, Cole says, “we’ve translated everything from the navigation, images, buttons, shopping cart and help pages,” he says.
Extensive user testing helped ensure universal understanding, Cole says. “We did not miss the details — even error messages were translated — and we use a Spanish version of PayPal for customers paying with that method,” he notes.
The site is supported by a team of inhouse, Spanish-speaking call agents. “We added Spanish-speaking capabilities to our call center in 2006 and noticed a considerable amount of Spanish-language calls coming in,” Cole says.
The Catholic Co., which mailed about 1 million catalogs last year, also launched a mobile site in March. “Both the Spanish site and mobile site put us in front of new consumers searching either in their native language or on their phones,” Cole says.