Not Lost In Translation

In an increasing global economy and ever-burgeoning U.S. population, there is a need for better communication--both written and verbal. While many English speakers experience the luxury of traveling abroad with the ability to communicate in their own language, other speakers of less popular languages experience quite the opposite.

To cut to the chase, U.S. retailers have an opportunity on different levels to effectively communicate with customers, whatever language they speak. While many retailers offer multilingual signage, this does not address a situation when a non-English speaking customer has a question. A company that recently saw a need to better reach out to its customers is Cincinnati-based Kroger. The supermarket retailer recently incorporated a new translation service in three of its locations in central Ohio for its pharmacy patrons. The provider of the service is Language Access Network, which has created a real-time digital interpretation service, known as Martti (My Accessible Real-Time Trusted Interpreter). The system, which includes video hardware, enables real-time, on-demand remote video interpretation from a team trained in medical vocabulary in more than 150 languages, including American Sign Language. Customers can then connect with an interpreter 24/7 to have any medical concern answered in their own language, which not only shows excellent customer service on Kroger's part, but also patches a crucial communication gap.

While Martti is not the right system for all retailers, it starts me thinking that there have to be better solutions that address language translation in retail. While there is a cost factor, perhaps there's an uptapped opportunity that may pay for itself. I guess there are arguments on both sides. But as long as our population continues to grow and become more diverse, maybe this is something we should all be thinking about.

--Rachel Brown