Earlier this month Bring!, a popular grocery shopping list app in Europe and America, released a new version of its app in six new languages including Russian.
“Russia is an enormous market and thus a big opportunity for us, especially when it comes to user growth”, said Marco Cerqui, CEO of Bring! Labs AG, in an exchange with East-West Digital News.
Localization in Russian was not a simple undertaking, Cerqui admits. “We neither have a team in Russia yet nor does anyone on our team speak the language, so rewriting the whole app in Russian was a challenge for the whole team. We did have an interpreter and a Russian ambassador at our service, though, which helped us immensely”, he said.
Further development of the Russian version of Bring! could be co-operations with Russian recipe platforms as well as the addition of locally important advertising leaflets in the app.
Asked about its main competitor, Cerqui said: “It’s the paper list.” He listed the advantages for shoppers to go digital: “With their shopping list on a digital device, people are of course less likely to forget or lose it, since we all have our smartphones with us most of the time. On top of that, a paper list can’t offer a list-sharing function that shows changes in real time.”
Bring! also provides its users with additional features — such as machine learning support, recipes, and latest offers, — and is compatible with voice assistants Siri, Alexa and the Google Assistant.
Made in Switzerland, the app was already available in German, English, French, Italian, Spanish, Portuguese and Dutch languages.
