Reevoo has developed a tool that enables product reviews from one country to be translated and used in other countries where the same product is sold. The new software has been piloted by Sony across eight of its European websites.

Reevoo’s software employs Google Translate, a free service that provides instant translations between 57 different languages and can translate words, sentences and web pages between any of the supported languages. Using the Google Translate AJAX API, Reevoo’s developers created a tool that enables users to translate reviews into their native language.

“For some time Reevoo has been the only social commerce solution that syndicates reviews of any given product across all partner sites - the ‘network effect’ - and now we have the only solution that delivers an international network effect,” says Kyle McGinn, chief technology officer at Reevoo. “On average 78 per cent of Sony products across the eight countries benefit from reviews, with a maximum of 94 per cent - compared with a typical average for a similar business of below 20 per cent. It’s impossible to overstate how important this is: the majority of products are most profitable in the first few weeks of sale, so brands like Sony need reviews quickly.”

“Just from a volume perspective, what we’re doing is only possible using machine translation, but equally significantly it maintains the integrity of each and every review. Human translation is necessarily subjective, and risks turning something from a real customer review into a piece of marketing collateral,” he adds.

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