CHEP
Increasing global web performance through agile website localisation in 27 languages
As part of a major European website rollout, CHEP needed a localisation partner who could translate and adapt its new digital platform into 27 languages without slowing launch timelines. The Translation People worked closely with CHEP to deliver scalable website localisation by combining expert transcreation, CMS integration and agile delivery. This enabled CHEP to launch country sites on schedule, strengthen engagement and build a digital platform that supports its international expansion.
- Logistics
Director Marketing Europe, CHEP
The core objective for our multilingual pages was and still is to increase the traffic and content quality on our webpage to communicate CHEPs business model of ‘Share and Reuse’ for transport platforms. It has already proven to have caused a considerable increase in visits on our website, high revisits and low bounce rates. For a business like ours, it is absolutely imperative that content is not only translated well but is tailored to the tone and languages of the specific local markets. The importance of this cannot be overstated if you are thinking of translating your website. I was impressed by the quality of the transcreations, and I know our marketing teams across the world were too. I would recommend this option for a multilingual project of this nature. It may cost more in the first instance, but the value in saving time for translation review is priceless.
About the client / project
CHEP is a global leader in supply chain solutions, specialising in pallet pooling and reusable transport platforms. Operating in more than 60 countries, CHEP helps manufacturers, retailers and logistics partners move goods efficiently through shared, circular supply chains. Its “Share and Reuse” model reduces waste, improves efficiency and supports more sustainable logistics operations.
- Website localisation, transcreation and CMS-integrated localisation workflow
- 27 languages across European markets
- Multilingual rollout delivered as part of major European website transformation programme, with ongoing localisation support
- Deliver scalable website localisation to support multi-country launch schedules and local market expectations, while strengthening website engagement across regions
The challenge
CHEP’s website transformation programme had a clear objective: build a scalable digital platform that could communicate its “Share and Reuse” business model consistently across European markets. Each country site needed to reflect local language expectations while supporting engagement and website performance.
The rollout covered 28 European websites, including 27 bilingual sites and two sites supporting three languages. This created a complex localisation environment. Content needed to move quickly between website development, localisation and launch teams, while remaining consistent with CHEP’s global messaging and adaptable to local markets.
Several factors shaped how localisation was delivered:
Time-critical country launches
Each market had its own launch timeline. Localised content needed to be delivered in step with development milestones so country sites could go live as planned.
Continuous content changes
Website content evolved throughout the rollout. New pages were added and existing messaging was refined. Localisation workflows needed to accommodate ongoing updates without disrupting delivery.
Integration with Drupal CMS
CHEP’s website was built on Drupal. Localisation needed to integrate smoothly with the CMS so content could move efficiently between systems and support an efficient rollout.
Maintaining brand voice across markets
CHEP’s messaging needed to sound natural and credible in every language. This required adaptation that reflected local tone and usage while staying aligned with CHEP’s global brand.
European websites
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Languages supported
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Increased traffic (in %)
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The solution
CHEP selected The Translation People to support a fast-moving, multi-country website rollout without slowing development or compromising brand consistency. The priority was to integrate localisation directly into CHEP’s CMS environment and align delivery with rollout timelines and marketing requirements.
The Translation People implemented a localisation approach combining Drupal integration, specialist transcreation and structured programme management. Multilingual content moved from creation to publication in step with rollout timelines, while maintaining alignment with CHEP’s global brand and local market expectations.
Direct integration with CHEP’s Drupal CMS
The Translation People worked directly within CHEP’s Drupal CMS, embedding localisation into the website development workflow. This removed manual handoffs, simplified version control and kept translated content ready in step with build milestones and launch schedules.
Transcreation aligned with CHEP’s brand and market positioning
For customer-facing content, specialist transcreators adapted messaging so it sounded natural in each language while staying aligned with CHEP’s global brand. Glossaries and style guides were created in collaboration with CHEP and regional teams, giving linguists clear direction on terminology, tone and preferred phrasing. This reduced the need for local revisions and helped keep messaging consistent across all markets.
Agile delivery aligned with rollout timelines
Localisation was delivered in close coordination with CHEP’s rollout teams. Regular communication kept linguists aligned with launch priorities, content updates and country-specific requirements. New and revised content was translated as it became available, so localisation kept pace with development and supported each planned release.
Flexible workflows to support regional requirements
Where country teams nominated their own translators, The Translation People onboarded them into the project, shared approved glossaries and applied the same review process used across all languages. This kept messaging consistent across the website while allowing regional teams to stay involved.
Dedicated programme management and operational oversight
A dedicated account management team coordinated delivery across all languages and markets, providing CHEP with a single point of contact. They managed linguist teams, resolved queries and tracked progress against rollout milestones. This allowed CHEP’s digital and marketing teams to focus on launch execution, confident that localisation would support the wider programme.
The results
CHEP completed its multilingual website rollout across Europe on schedule, with localised content ready to support each country launch. Local teams gained websites that reflected their market’s language and expectations, without compromising brand consistency or rollout timelines.
The impact was measurable. CHEP reported a considerable increase in website visits, alongside strong revisit rates and low bounce rates. This indicated that visitors were engaging more deeply with localised content and finding it relevant to their needs.
Localisation also strengthened CHEP’s ability to communicate its “Share and Reuse” business model across markets. Messaging that had previously required explanation could now be presented clearly in each language, helping customers understand the value of CHEP’s platform more quickly.
Beyond the initial rollout, CHEP gained a scalable localisation model that supports ongoing website updates. New content, campaign materials and platform changes can now be introduced across languages without slowing website development or placing additional strain on internal teams.
As a result, localisation became a strategic capability that allowed CHEP to scale its global website while maintaining clarity, consistency and momentum across markets.
The experience
CHEP gained a localisation partner who could work at the same pace as its website rollout. As new content was introduced and launch priorities shifted, The Translation People responded quickly, keeping localisation aligned with development and release schedules.
Account management was a key part of this relationship. CHEP worked with a dedicated team who understood the structure of the website, the CMS environment and the demands of a multi-country rollout. Communication was direct and practical. Queries were resolved quickly, and localisation progressed in alignment with the wider programme.
This consistency made a measurable difference. Localisation supported launch readiness across markets and helped CHEP deliver a multilingual website that performed effectively from day one. This continuity made a measurable difference. Local teams received content they could publish with confidence, and central stakeholders retained visibility and control across all markets. CHEP described the partnership as highly professional, customer-centric and reliable, particularly under rollout pressure.
As the website continues to evolve, CHEP has maintained the partnership. The localisation workflow now supports ongoing updates, new content and future expansion, providing a stable foundation for global digital growth.
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