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From Printed Product Catalogs to a Global Online Store

Kramp partners with SDL to meet global customers’ online needs, reduce translation cost by over a half and drive overall sales.


Kramp was one of the first companies in the sector to launch a multilingual eCommerce website – an online version of its successful offline catalog. The clear structure of the Kramp site is based on logical catalog groups that can be easily navigated. It also provides a localized and culturally aware experience for its customers, making the order process as easy as possible for them. This has enabled Kramp to continue to expand its range of products with a current warehouse capacity of 110.500 m2 and 700.000 different products on offer.

The challenge: 11 languages and a ticking clock

The Product Information Management (PIM) team at Kramp approached SDL when they needed an efficient, automated process to quickly and accurately translate and manage the large volume of local daily updates for its eCommerce site. Any delay to translations could have financial implications for Kramp. Its product translation requirements involve five source languages, 11 target languages and about 25 content creators.

A reputation for compelling global content

“We were able to reduce our translation cost by over a half. Additionally, the quality and consistency of our multilingual web presence is now very impressive. SDL has maximized our translation efficiency. We never have to translate the same
sentence twice and we save with each update.”
Ronald Renskers
Manager Data Fulfillment Center (DFC) at Kramp Group

The company chose to partner with SDL because of its wide solution portfolio including language technology and services under one roof. SDL’s global reputation as an experienced partner and solution provider for multilingual eCommerce sites, its local teams of in-house translators, and its range of offerings that enable organizations to effectively manage the entire customer journey, meant it matched Kramp’s requirements perfectly. The SDL vision for global customer experience management complemented Kramp’s desire to address the individual, local needs of the customer alongside the needs of its business.

A superior and cost-effective, multilingual eCommerce site

Over 200,000 words per language are added to existing content each year, representing hundreds of thousands of products. This equates to 500 new words every day per target language. Over half of Kramp’s content is now free of cost because there is a match within the TMs and the content can be reused.

Renskers says of the translation turnaround times, “We get our translations in three days on average. This is a significant improvement on our previous situation where it might take up to a week to get one language translated. The turnaround times offered by SDL are realistic based on our difficult content and strict length restrictions, and we are confident that the fast times are achieved without compromising quality. SDL’s focus is always quality which gives us peace of mind.”