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SKISTAR ACCELERATED ITS TIME-TO-MARKET BY 33% WITH LENGOO






How wonderfully simple is a ski vacation when you can book everything in one
spot? SkiStar, the ambitious leisure, tourism, and property retailer, thinks so
too. Its vision is to embody 100% of the winter sports experience by offering
customers everything from ski lessons to their mountain-top chalet. But how do
they reach these customers? They discovered it boils down to expertly localizing
their Swedish content for the rest of Europe using pioneering technology. This
led them to Lengoo’s custom Neural Machine Translation (NMT) and
customer-tailored software integrations. After introducing their NMT model and
connectors, they boosted conversion rates, achieved a faster time-to-market, and
improved content quality while shredding the cost of their translation expenses.

33% FASTER TIME-TO-MARKET



12.4% INCREASE IN CONVERSION IN NORWAY



50% COST SAVINGS




THE WINTER WORLD OF SKISTAR

The world of SkiStar comprises leading ski resorts, hotel operations, a chain of
winterwear retail outlets, and an online shop. They aim to produce more accurate
product and service information than their competitors; if they want to sell
their expert ski products, they need exceptional content to justify the higher
quality and price points. As SkiStar Website Editor Jens Kassow points out, they
must match the knowledge level of their products and services with the
audiences. The product information for beginner skis, for example, needs to be
simpler and more toned down than for a specialized set. Though they do a
remarkable job – in 2021, their outlets generated sales of €20.5 million, saw
them acquire six new hotels, and celebrate a significant revenue boost – there
is still untapped potential. Automating processes and embracing the personalized
content experience can help them hit their product conversion goals.




THE CHALLENGE OF FAST, HIGH-QUALITY CONTENT AT A LOW COST

How can a tourism and e-commerce organization improve its translation quality
for multilingual content while speeding up time-to-market and keeping costs low?



For Max Schibbye, SkiStar’s E-commerce Manager, the main problem was the huge
amount of work required from his team in the translation process. SkiStar had
recently been forced to migrate and switch their inriver Product Information
Management (PIM) system from on-premises to a cloud version, and this couldn’t
be done with their previous Language Service Provider (LSP). “The challenge was
the day-to-day work with the translations and the processes with our previous
provider. That led us to say, no, we’ll deal with Lengoo, which is much more
cost-effective for us,” says Schibbye.



SkiStar’s content also needs to be flawless to overcome the threshold of buying
specialized, higher-priced products online. They wanted to expand into Europe
and had to strike the right balance between the language used, the level of
knowledge and jargon to market the product, and personalization based on
customers’ preferences and experience.




WHY SKISTAR CHOSE LENGOO

In the past, SkiStar worked with an LSP that overlooked their experience with
software integrations. Because they were a smaller client for this LSP, they
missed the attentiveness and flexibility that could resolve the issue, and as a
result, the partnership and quality suffered. SkiStar wanted a close, easy
relationship with their provider, and they felt there was enormous potential in
personalized content. “We need to convince the customer with product
information, and Lengoo’s AI technology matches our vision and ambition. Lengoo
has customized a model that works only for us since our business is a niche,”
says Kassow. With our customized NMT and sophisticated terminology management
that facilitates multilingual communication at SkiStar’s native-Swedish level,
it was a perfect fit.




TRANSFORMING COMMUNICATION WITH CUSTOMIZED SOLUTIONS

During a successful trial period, SkiStar shared its content and language data
to help build its first custom NMT model. They were excited with the translation
quality and speed from the get-go but wanted to simplify their workflow even
further to achieve a faster time-to-market. Their strategy was to sell more by
reducing purchase time and they could do this by ensuring content was always
up-to-date, even when adjustments to their source material were being made. 




With SkiStar’s vision in mind, and the challenge with their cloud-based PIM, we
advised the team to build for the future and developed two new software
integrations and a new translation workflow. We introduced connectors which are
interfaces that allow for the data exchange between your CMS and the tools used
for translation. 




For SkiStar’s ski resorts division, we implemented an Optimizely connector for
their CMS, and for their online shop, we introduced a connector for their
inriver PIM. We also developed a translation solution for the booking system on
their website so customers could book in their chosen language with ease. These
customized integrations connected seamlessly to our fully automated translation
pipeline and accelerated the speed of their already faster translations well
beyond that of their previous provider.




A FAST RUN TO FIRST-RATE RESULTS

After working with Lengoo for over a year, SkiStar has experienced impressive
growth. They’ve quickened their time-to-market, dramatically improved the
quality of their multilingual content, and seen a spike in conversion rates. In
the 21/22 winter season, one of their biggest markets, Norway, increased its
conversion rate by 12.4%.  




The connectors brought a smoother user experience to the SkiStar team with easy
use and fewer steps in the translation process. “With translation ordering in
bulk, delivery is faster than one week, which is very good. And with smaller
orders, it’s only one to a few days.” shares Kassow, which enabled them to
reduce their time-to-market speed by a third. By having our custom translation
solution in SkiStar’s own work environment – their CMS and PIM – they’re now in
full control of the translation process as well as the content creation. 



SkiStar has also felt a noticeable lift in its multilingual content quality. One
way to assess the trend in translation quality is through the metric, Edit
Distance. This metric measures the amount of editing a translator needs to make
to a machine translation to meet the final quality. Compare the Edit Distance
graphs below to grasp SkiStar’s drastic improvement.




THE EDIT DISTANCE OF A GENERIC MT MODEL





As a rule of thumb, anything in the green bars is high-quality machine
translation, while anything in the reds across to the right is poor quality. 




Starting from the left, you can see that 7% of all the translated segments
needed no editing by the translator. But on the other end of the spectrum, 8% of
all segments were completely rewritten and 12% were 90% edited. This means that
20% of all the segments had to be entirely redone by the translator.





THE EDIT DISTANCE OF SKISTAR’S CUSTOMIZED NMT MODEL BY LENGOO




Here you see a whole other story. 90% of the translations are in the greens and
only needed light revision, if any. From the reds across, only 2% of all
segments required heavy editing by the translator. SkiStar’s custom-trained
model clearly delivers much more accurate results than the generic models. 




One of the most exciting differences between the two models above is that the
custom one will only continue to improve over time. This is because we
frequently retrain the model with the corrected translations our translators
produce for SkiStar, which leads to a more accurate model. Naturally, this leads
to better machine translation, lower Edit Distance, and less work for the
translators, which allows them to focus purely on the quality of the final
translation. 


It also means SkiStar pays less. Now that they are using Lengoo’s customized NMT
models and specialized integrations, they’re saving 50% in translation costs
compared to their previous LSP. “Other partners in the market normally have
sky-high implementation fees and complex problems that we’re expected to solve.
In Lengoo’s case, they were developing the connector themselves and were
assisting us in the PIM migration,” says Schibbye. 



So what’s next? SkiStar plans to continue down its successful path to the number
one destination for memorable winter experiences by becoming even more efficient
in localizing its incredible offer to the world, thanks to our expanding tech
stack.







Get in touch with our Sales team if you want to experience the same results for
your company.









Talk to Sales




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