How Fetch launched its app in Spanish and increased active users by 73%

Results 

• Same-day translation delivery instead of 6 days
• 0 missing strings – 100% localized content
• Over 50% time saved on localizing content
• 73% increase in active users
• Increased speed to market – 3X times faster 

TLDR 

Fetch, a rewards app, known for making shopping and saving fun, noticed an increase in Spanish-speaking users and decided to translate their offers. But, with content volumes growing,  translation workflows, and a small team, they needed a better way to manage translations. They turned to Lokalise for its “awesome” documentation and technical support. With Lokalise, translation delivery time decreased from 6 days to just one day, helping Fetch achieve same-day translations, increase speed to market, and eventually, increase active users. Using integrations, translation memory, and automation, the team at Fetch was able to streamline and scale their translation process with Lokalise.

More about Fetch

When you make shopping and saving as fun as Fetch, more and more customers are naturally going to want to sign up. In partnership with large household brands, Fetch offers rewards to customers who upload a photo of their shopping receipt.

An opportunity to grow Spanish-speaking users

As the number of active users grew, Fetch noticed a lot of Spanish-speaking customers using its rewards app – they were also reaching out to the Fetch support team in Spanish. The rewards company instantly saw an opportunity to grow its customer base alongside its partners by launching its app and offers in Spanish. 

“There was a business opportunity with the different CPG partners that we work with. With just the purchasing power that Spanish-speaking users have within the US, it was kind of like a no-brainer for them”, said Alejandra Gutiérrez, Localization Lead at Fetch.

Translation workflows were manual and inefficient

Fetch was running around 800 offers at a time, so they had a huge volume of content to translate. Although the app was translated into only one locale, the team also wanted to be prepared if they were to expand into another marketplace or locale. With a team of three, manual translation processes, and translation delivery times of 6 days, they realized they needed more efficient processes that could help them scale and keep up with live translations. That’s when the Fetch team started to look for a translation management tool with built-in automations.

Fetch found “awesome documentation”, technical support, and automations with Lokalise

Without a dedicated developer on their globalization team, what convinced the localization team to go with Lokalise were “all the resources needed to get localization going at Fetch from a technical standpoint”.  

Documentation, webhooks, API, and resources for localization were all important factors in the Fetch team’s decision. 

Alejandra said: “I was really happy to see that Lokalise provided this awesome documentation. That way we were able to just hand it over to the devs. And it's like, hey, this is what we need. Here's the documentation. Reach out. So we've not had trouble with the actual implementation. It's just getting that buy-in and that time from developers.”

The sales engineering team at Lokalise also proved valuable (and just as awesome)…

"Kelly, Eric, and Nick helped us through the process, offering more education and available resources. And what we were able to do was leverage the translation memory and set up further automations. I will say that this has heavily reduced our go-to-market time for the large majority of our translations. Which are offers – they’re really our most dynamic content.”

Alejandra also mentioned how easy Lokalise was for both technical and non-technical teams:

Alejandra Gutiérrez, Localization Lead at Fetch“The UI and UX of Lokalise were also really great, for not only our tech team but also our contract translators. We have in-house translators, so they're in the tool daily.”

As for integrations, the Fetch team is using Zendesk every week to translate their help center. 

We have a customer help center with lots of articles. It just got a major overhaul, so we recently just had to redesign and retouch every single article that was in there”, said Amanda Romanski Localization Project Coordinator at Fetch. 

“To be able to get that content immediately into Lokalise is very important. It saves us so much time. We don't need to format it and saves us so much time.”

Eventually, Alejandra and Amanda plan to add Figma to their workflow, so they can localize at the design stage.

Lokalise helped Fetch go to market 3X faster and increase active users by 73%

Once the team started using translation memory and automations, they were able to heavily reduce go-to-market time. 

Before Lokalise, translations took 6 days to deliver. Now, it takes just one day:

“Our goal was same-day translation delivery. And I think, for the most part, the automations that we have and the robustness of the translation memory has really allowed us to pretty much get there”, said Amanda.

Alejandra repeated this sentiment:

“The sooner that we go to market, the better for all of us. Like Amanda said, we had, like, a six-day lead time. Now what we vocalize to stakeholders is that it’s two days, but really, we've been able to do same day or the next day. And we have noticed that stakeholders have been happy with that. The sales team has been really happy with that. What we hope to achieve is a same-day delivery in case partners need to bump up their timelines.”

As a result of translating their app, the team has seen an uptick in active users said Alejandra:

The Fetch team no longer see missing strings going out in production either, which means they launch with 100% localized content.

“As of lately, especially with offers, we've not had a miss.”

Moving forward, the team at Fetch wants to continue finding gaps in their current translation processes to make it more automated and truly scalable. One area that they’re keen to explore is AI translation to reduce the human work they have right now.