Data is often described as the universal language of business. In a world of spreadsheets and dashboards, numbers are supposed to be objective, providing a clear narrative of performance regardless of geography. However, when you step into the French market, that narrative often gets lost in translation. Marketing analytics are not just a collection of digits; they are a reflection of human behaviour, cultural habits, and linguistic nuances.

When international teams look at French data through an English-centric lens, they frequently misinterpret why users are clicking, why they are bouncing, or why a campaign is underperforming. Interpreting data from France, or the wider Francophonie, requires more than a dictionary. It requires an understanding of how French terminology and context shape the user journey. Here are seven common mistakes global marketers make with French data and how to rectify them.

Misinterpreting high bounce rates on landing pages

A common panic for many marketing managers is seeing a bounce rate that sits significantly higher in France than in the UK or the US. The immediate instinct is to blame the page load speed or the creative content. While these are valid factors, the mistake is often ignoring the cultural requirement for trust. French users are notoriously cautious about data privacy and legal transparency.

In many cases, a high bounce rate on a French landing page is linked to the absence or poor visibility of “Mentions Légales” or GDPR compliance markers. If a user doesn’t see these familiar markers of professional legitimacy, they leave. To fix this, stop looking at the bounce rate as a failure of the copy and start looking at it as a failure of the trust signals. You might find that French UX in SaaS platforms relies heavily on these technical nuances to keep a user engaged beyond the first five seconds.

Overlooking the legal cycle of the “Soldes”

If your data shows a massive, unexplained spike in conversion rates in January and June, followed by a sharp decline, you aren’t necessarily witnessing a breakthrough in your marketing strategy. You are likely seeing the effect of the “Soldes.” In France, seasonal sales are strictly regulated by the government. There are specific dates when retailers are allowed to use the word “Soldes” and offer deep discounts.

Many international brands make the mistake of attributing these spikes to specific ad campaigns without accounting for the national shopping fever that occurs during these periods. Conversely, they might view the subsequent “dip” as a failure of their creative assets. To fix this, you must overlay the official French retail calendar onto your analytics to distinguish between organic market momentum and actual campaign performance.

Using literal translations for search intent analysis

Keywords are the backbone of search data, but a literal translation from English to French often leads to “ghost data”: traffic that looks relevant but doesn’t convert. For example, if you are targeting the keyword “cheap marketing services,” a direct translation like “services marketing pas cher” might bring in volume, but it often attracts a different demographic than “services marketing abordables.”

The word “pas cher” can carry a connotation of low quality in France, whereas in English, “cheap” is often used more neutrally. If your data shows high impressions but low conversion for translated terms, you are likely misinterpreting the intent. The fix is to conduct a Francophone SEO audit to identify the specific terms that resonate with professional buyers rather than bargain hunters.

Ignoring the impact of accents on data hygiene

It sounds like a minor technicality, but accents like the “é,” “à,” and “ç” can wreak havoc on data interpretation if your CRM or analytics tool isn’t properly configured. When names, cities, or product categories are uploaded or scraped without UTF-8 encoding, they often appear as broken strings of characters. This leads to fragmented data where “Montréal” and “Montreal” are treated as two different entities.

This fragmentation makes it impossible to get an accurate view of geographical performance or customer segments. Marketing teams often spend hours wondering why their segmentation isn’t working, only to realise it is a character-encoding issue. Ensure your data pipelines are fully compatible with French diacritics to maintain a single, clean source of truth for your reporting.

If you want to ensure your French marketing data is driving real ROI and avoid these common pitfalls, check out our specialised MarTech services.

Trusting automated sentiment analysis too much

Sentiment analysis tools are fantastic for processing large volumes of social media data or customer feedback. However, most of these tools are trained on English datasets and struggle with the nuances of the French language, particularly irony, sarcasm, and formal politeness. A French customer might leave a review that is technically polite in its phrasing but deeply critical in its subtext.

An automated tool might tag this as “Neutral” or even “Positive,” leading you to believe your customer satisfaction is higher than it actually is. Misinterpreting this feedback means you miss the opportunity to address genuine friction points in the user journey. To fix this, you should periodically involve a native speaker to manually audit a sample of the sentiment data to calibrate your tools.

Treating the “French-speaking market” as a monolith

One of the most frequent mistakes in international data interpretation is grouping all French speakers into a single bucket. While the language is the primary connector, the consumer behaviour in France is significantly different from that in Belgium, Switzerland, or Quebec. If your dashboard just says “French Language Users,” you are missing the vital context of local currency, purchasing power, and cultural norms.

For instance, Swiss-French users have a different price sensitivity compared to those in mainland France. If you apply the same benchmarks across the board, your data will tell you that your campaigns are failing in one region when, in reality, your pricing strategy is simply not aligned with the local market. You need to segment your data by specific geographic territories within the Francophonie to understand the true performance of your business.

• France (Mainland and overseas territories)
• Belgium (Wallonia and Brussels)
• Switzerland (Romandy)
• Canada (Quebec and New Brunswick)
• Various African markets with unique digital behaviours

By breaking these down, you can identify which French-speaking markets are actually providing the best return on investment for your specific technology or service.

Misinterpreting the “Add to Cart” vs. “Purchase” gap

In the UK and US, the transition from “Add to Cart” to “Purchase” is often relatively swift in B2C and even some B2B sectors. In France, there is frequently a longer consideration phase. French consumers tend to do more research and comparison at the cart stage. If you look at your funnel data and see a massive drop-off at the cart level, your first instinct might be that there is a technical bug in the checkout process.

In reality, this is often a cultural behaviour. The French user might be looking for specific shipping details, return policies, or a confirmation of the “SAV” (Service Après-Vente). If these details aren’t crystal clear in the local context, they will abandon the purchase to look for a competitor who provides that reassurance. Fix this by refining your microcopy to answer these cultural questions before the user reaches the final checkout step.

Conclusion

Making French data speak clearly is not about changing the numbers; it is about changing how you read them. By moving away from literal translations and English-centric benchmarks, you can uncover the real story behind your analytics. Whether it is adjusting for the seasonal cycles of the “Soldes” or ensuring your CRM can handle the nuance of a French accent, these small adjustments lead to significantly more accurate insights.

Data interpretation is ultimately a bridge between a brand and its audience. If that bridge is built on a misunderstanding of the local language and context, it will never be stable. By addressing these seven mistakes, you can ensure that your marketing strategy is informed by reality, rather than a translated version of it. Focus on the context, respect the cultural nuances, and your French data will finally start making sense.

France represents one of the most sophisticated and lucrative e-commerce landscapes in Europe. However, for international brands, the barrier to entry is rarely just logistical; it is linguistic and cultural. In a market where consumers are notoriously protective of their language and discerning about quality, the difference between a high conversion rate and a high bounce rate often lies in the quality of your French copy.

As we progress through 2026, the demand for authentic, high-value content has only intensified. French shoppers do not just want to buy a product; they want to understand it, trust the brand behind it, and feel that the company respects the nuances of the French market. This guide explores why French product descriptions are the engine of your conversion strategy and how to master the art of French e-commerce copywriting.

The Direct Correlation Between Copy and Conversion

In the French market, your product description is far more than a simple list of features. It serves as your digital sales representative. French consumers are statistically more likely than their European counterparts to research a product extensively before committing to a purchase. If your copy feels like a direct, literal translation from English, you immediately signal a lack of investment in the local user experience.

When a shopper encounters “Franglais” or awkward phrasing, their trust in the brand’s reliability drops. They may question the quality of the product itself or the efficiency of the after-sales support. By contrast, expertly crafted French copy builds an immediate psychological bridge that reassures the customer they are dealing with a professional entity. This trust is the primary driver of conversion in a market where 60% of shoppers prioritise product quality research above all else.

What French Shoppers Expect from Product Descriptions

The French consumer’s approach to shopping is grounded in a desire for precision. Unlike some markets that respond well to hyperbole and aggressive sales pitches, the French audience appreciates technical clarity mixed with narrative flair. A successful product description must satisfy both the logical and the emotional side of the buyer.

Recent data suggests that nearly half of French consumers identify high-quality descriptions and clear imagery as their top three buying factors. This means that a lack of detail is a primary reason for cart abandonment. To convert effectively, your copy must be comprehensive, covering every potential question a user might have regarding dimensions, materials, origins, and usage.

To ensure your product pages meet these high expectations, consider the following essential elements:

• Detailed technical specifications including metric measurements and French market standards.
• A clear explanation of the “Made In” factor or the origin story of the materials used.
• Precise information regarding VAT-inclusive pricing and shipping timelines to avoid checkout surprises.
• Contextual usage instructions that reflect the French lifestyle and environment.
• High-resolution visual descriptions that complement the photography provided.

Providing this level of detail reduces the friction that leads to nearly 56% of shoppers abandoning their carts when information is perceived as incomplete.

The Cultural Nuance: Localisation Over Translation

One of the most common mistakes global teams make is assuming that a “correct” translation is an “effective” translation. Language is a living entity, and French is particularly rich in regionalisms and social codes. For example, a marketing campaign targeting the north of France might use different colloquialisms than one aimed at the south. A classic example is the debate between “pain au chocolat” and “chocolatine”; using the wrong term in the wrong context can alienate a segment of your audience.

Beyond regionalisms, the tone of voice is paramount. Most French consumers still prefer a formal “vouvoiement” (the formal “you”) when being addressed by a brand, as it denotes respect and professionalism. While some modern tech brands or youth-oriented retailers are successfully moving towards “tutoiement” (the informal “you”), this is a strategic choice that must be handled with care. Applying the wrong level of formality can make your brand appear either stuffy or disrespectful, both of which negatively impact conversion rates.

Optimising for French Search Intent and Semantics

Copywriting for e-commerce is not just about the person reading the page; it is also about the algorithms bringing them there. French SEO requires a deep understanding of search intent, which does not always mirror English patterns. A literal translation of a high-performing English keyword may result in a French term that no one actually uses in a commercial context.

French searchers often use more formal terminology or specific noun-heavy phrases. Furthermore, French grammar involves gendered nouns and complex verb conjugations that must be naturally integrated into the copy to avoid a “keyword-stuffed” feel. When you work with professional French content writing services, you ensure that the semantic richness of the language is leveraged to capture long-tail search queries that your competitors might be missing.

If you are looking to scale your presence in the French market through expert localization and high-impact content, explore how our marketing services can transform your international growth strategy.

Managing the Practicalities of the French Language

From a technical and design perspective, French presents unique challenges for e-commerce layouts. On average, French text is 15% to 25% longer than its English equivalent. This expansion can break UI elements, cut off calls to action, or result in cluttered product pages if not managed by an experienced copywriter.

Effective French e-commerce copywriters know how to maintain the “percutant” (punchy) nature of a sales message while navigating the inherent length of French syntax. They understand that layout and page structure must accommodate linguistic expansion to ensure the user experience remains fluid and visually appealing. This balance between brevity and grammatical correctness is a hallmark of professional French localization.

Trust Signals and the Post-Purchase Experience

The conversion journey does not end when the customer clicks “buy.” In France, the post-purchase experience is a critical part of the brand’s narrative. This is where your copywriting needs to transition from persuasive to reassuring. Confirmation emails, shipping updates, and return instructions must all be delivered in flawless, polite French.

French customers have high expectations for customer support. They value clarity regarding their rights as consumers, particularly concerning returns and guarantees. Providing this information in a transparent, easy-to-read French format reduces the “buyer’s remorse” that can lead to returns and negative reviews. Consistent communication throughout the customer journey builds long-term loyalty and turns a one-time buyer into a brand advocate in the French market.

The Future of French E-commerce Copywriting

As we look toward the remainder of 2026 and into 2027, the role of human expertise in French copywriting is becoming more vital, not less. While AI tools can assist with basic translations, they often fail to capture the cultural wit, the subtle play on words, and the emotional resonance required to truly “convert” a French buyer.

The ultimate goal of your French copy should be to make the customer forget they are shopping on a global platform. They should feel as though they are interacting with a brand that understands their culture, respects their language, and values their time. When you achieve this level of linguistic integration, your product descriptions cease to be just text: they become a powerful tool for sustainable international growth.

By focusing on precision, cultural relevance, and technical SEO, brands can unlock the full potential of the French e-commerce market. The investment in high-quality French copy pays for itself through increased trust, lower bounce rates, and, most importantly, significantly higher conversion rates.

French linguistic nuances for more authentic automated journeys

Automation has long been the cornerstone of modern marketing efficiency. For many global brands, the ability to scale communication through triggered emails and algorithmic recommendations is the primary driver of growth. However, when these brands enter the French market, they often encounter a unique friction. In France, the distance between a successful automated journey and a perceived intrusion is remarkably thin. The difference lies not in the technology used, but in the subtle application of linguistic and cultural nuance.

French consumers possess a historical preference for artisanry and intellectual depth. When a marketing journey feels overly mechanical or “Americanised” in its persistence, it risks alienating the very audience it seeks to engage. To create French personalisation that feels human, organisations must move beyond the simple insertion of a first-name variable. They must treat the automated sequence as a curated conversation, respecting the intelligence of the recipient while navigating the complex layers of French social etiquette.

Beyond the Variable: Why French Personalisation Requires Context

In many English-speaking markets, speed and directness are valued. A “quick win” or a high-pressure countdown timer might drive conversions in London or New York, but in Paris or Lyon, these tactics often trigger skepticism. French marketing culture is rooted in the art of persuasion through explanation. To make an automated journey feel authentic, the content must lead with substance rather than urgency.

When a brand suggests a product via an automated recommendation engine, the French consumer expects a logical bridge. They want to understand why this suggestion is being made and how it relates to their previous interactions with the brand. Personalisation in this context is less about “people also bought this” and more about “based on your interest in X, you might appreciate the craftsmanship of Y.” By providing reasoning and context, marketing consultants can transform a standard cross-sell into a thoughtful advisor-style recommendation. This approach shifts the focus from algorithmic exploitation to genuine value creation.

The Tu and Vous Divide and the Spectrum of Formality

One of the most significant challenges in French content writing is the choice between “tu” and “vous”. This choice is not merely a grammatical one; it is a fundamental positioning of the brand’s relationship with the consumer. While the trend towards “tutoiement” has grown in tech and start-up circles, it remains a high-risk strategy for established industries or luxury brands.

Using the informal “tu” in an automated email can feel like an unearned intimacy, causing the reader to recoil. Conversely, using “vous” can sometimes feel overly cold if the brand’s visual identity is vibrant and modern. The nuance lies in consistency. An automated journey that switches between levels of formality because different departments wrote different emails will immediately expose the “machine” behind the curtain. Truly human-centric localisation ensures that the linguistic register remains stable across every touchpoint, from the first lead magnet to the final invoice. This stability builds a sense of a single, coherent brand personality rather than a collection of disconnected scripts.

Designing the Journey Around Intellectual Respect

The French audience appreciates being treated as a peer rather than a target. This means that content-led personalisation is often more effective than purely sales-focused automation. Instead of bombarding a lead with discount codes, a sophisticated French journey might provide a series of white papers, industry insights, or deep-dive articles that demonstrate the brand’s expertise.

By prioritising the sharing of useful information, a brand positions itself as a responsible partner. This intellectual respect extends to how data is handled. French consumers are highly aware of their data rights and appreciate transparency. When a brand explains exactly how it is using personal information to improve the user experience, it builds a foundation of trust. Personalisation that feels human is personalisation that respects the boundaries of the individual. It is about being helpful without being intrusive, and present without being persistent.

If you are looking to refine your international strategy and ensure your brand resonates across borders, explore our range of marketing services to discover how we can elevate your global presence.

Strategic Segmentation for a Discerning Audience

Successful automation in France is built on the foundation of meticulous segmentation. Rather than sending broad-spectrum broadcasts, marketing services must focus on creating granular audience groups based on actual circumstances and demonstrated interests. In the French context, a “one size fits all” approach is often seen as a lack of effort.

Effective segmentation allows for the creation of regionally sensitive content. While the French language is a unifying force, there are cultural differences and local priorities that can be leveraged to make an automated journey feel more grounded in reality. For instance, a campaign that acknowledges the specific climate of a region or a local industry event will always outperform a generic national message. This level of detail proves to the consumer that the brand has taken the time to understand their specific environment. It is this attention to detail that separates professional localization from simple translation.

The Role of Authenticity and Real People

One of the most effective ways to humanise an automated journey is to showcase the people behind the brand. French consumers respond strongly to authenticity. Using proprietary photographs of actual staff members, rather than generic stock imagery, can significantly increase engagement.

When personalising automated emails, including author profiles with images and short biographies helps to establish a genuine human connection. The recipient no longer feels like they are interacting with a database; they feel like they are receiving a message from a professional at the organisation. This is particularly important in B2B marketing, where professional credibility and personal relationships are the primary drivers of long-term loyalty. By framing automated communications as messages from specific team members, brands can foster a sense of accountability and partnership that transcends the digital medium.

To achieve this level of sophistication, brands should focus on several key pillars:

• Implementing strict editorial guidelines that define the linguistic register and tone of voice.
• Prioritising informational content over high-pressure sales tactics in early-stage automation.
• Ensuring that all automated recommendations are grounded in logical, explainable context.
• Utilising real imagery and human-centric biographies to break the digital wall.
• Regularly auditing automated journeys for consistency in grammar and cultural relevance.

Building Trust Through Data Sovereignty

In the era of privacy regulations, the way a brand handles data is a form of personalisation in itself. For the French market, demonstrating a commitment to data sovereignty and privacy is essential. A “human” brand is one that values the customer’s choice.

Permission-based communication is the gold standard in France. When a customer explicitly opts into a personalised experience, they are inviting the brand into their digital space. Respecting that invitation means not overstaying your welcome. Over-automation: sending too many messages in a short period: is one of the fastest ways to lose a French customer. A human-centered approach involves monitoring engagement levels and adjusting the frequency of automation based on the user’s actual behaviour. This dynamic adjustment shows that the brand is listening and responding to the customer’s needs, rather than just following a pre-set schedule.

The Critical Importance of Linguistic Accuracy

Finally, it is impossible to talk about French personalisation without mentioning linguistic accuracy. The French language is a source of immense national pride, and the tolerance for errors is incredibly low. A single grammatical mistake or a poorly translated idiom in an automated subject line can undermine the credibility of an entire brand.

Professional French content writing requires a deep understanding of the language’s nuances, including the proper use of accents, gender-neutral phrasing where appropriate, and the rhythmic flow of professional prose. Automated tools and basic translation services often miss these subtleties, resulting in text that feels “off” to a native speaker. To feel truly human, the writing must possess a natural cadence that reflects how French professionals actually communicate. Investing in high-quality localization is not just about avoiding errors; it is about demonstrating respect for the culture and the audience. When a brand speaks the language perfectly, it signals that it belongs in the market and is committed to its French customers for the long term.

The global expansion of a SaaS platform often hinges on a single, frequently overlooked factor: the user interface language. While many companies prioritize backend scalability and feature sets, the way a product communicates with its users determines its long-term adoption and retention rates. In the French market, a region known for its high standards regarding linguistic precision and cultural etiquette, simply translating an interface is rarely sufficient. To truly resonate with French users, SaaS platforms must leverage the power of microcopy and linguistic nuance to create a seamless, intuitive, and trustworthy user experience.

For international marketing teams and product managers, understanding the intricacies of French UX is not just a matter of translation. It is a strategic move to lower friction and build brand equity in a competitive digital landscape. As the IT sector continues to evolve, the demand for high-quality French language services and sophisticated French localization has never been higher.

The Role of Microcopy in User Guidance

Microcopy refers to the small snippets of text found on buttons, in tooltips, error messages, and navigation menus. In a SaaS context, these tiny fragments of language act as the connective tissue between the user and the software. When microcopy is handled with care, it guides the user effortlessly through complex workflows. When it is neglected or poorly translated, it becomes a source of cognitive load that leads to abandonment.

In French, microcopy requires a delicate balance between brevity and clarity. French sentences tend to be 15% to 25% longer than their English counterparts. This poses a significant challenge for UI design, where space is often at a premium. A button that says “Submit” in English might become “Envoyer” or “Valider” in French. Choosing the right term depends entirely on the context of the action. While “Envoyer” is functional, “Valider” often carries a stronger sense of confirmation and security, which can be instrumental in driving user confidence during sensitive operations like data entry or financial transactions.

Navigating the Formality Spectrum

One of the most critical decisions in French UX writing is the choice between “tu” and “vous.” This linguistic distinction, which does not exist in modern English, dictates the entire relationship between the platform and the user. The choice is rarely binary and depends heavily on the industry, the target audience, and the brand persona.

A B2B SaaS platform focused on enterprise resource planning or legal tech will almost certainly opt for “vous” to maintain a professional distance and show respect. Conversely, a creative tool or a social productivity app might use “tu” to foster a sense of community and approachability. However, misjudging this can alienate users. Using “tu” in a formal setting can appear disrespectful, while using “vous” in a casual app can feel cold and robotic. Achieving the right tone requires a deep understanding of French content writing and cultural expectations, ensuring that the platform feels like a local solution rather than an imported one.

Precision in Error Messages and Feedback Loops

Error messages are often the most frustrating part of any user journey. In many localized SaaS platforms, these messages are the first place where the user experience breaks down. A generic “An error occurred” translated literally into French as “Une erreur est survenue” provides no value and offers no path forward.

High-quality French UX writing transforms these moments of friction into opportunities for engagement. Instead of a vague notification, effective microcopy provides specific instructions using helpful, empathetic language. In French, this involves using the infinitive form for instructions (e.g., “Vérifier vos informations”) to maintain a neutral but directive tone. By providing clear, grammatically correct, and contextually relevant feedback, a platform can significantly reduce user frustration and churn, positioning itself as a reliable partner in the user’s daily workflow.

If you are looking to refine your digital presence or require specialized expertise in adapting your product for international markets, explore our comprehensive range of marketing services to see how we can support your growth.

Managing Text Expansion in UI Design

The linguistic reality of the French language is that it occupies more horizontal space than English. This “text expansion” is a common pitfall for SaaS companies moving into the French market. If the design does not account for this expansion, labels can get cut off, buttons can overflow, and the entire visual hierarchy can collapse.

From a UX perspective, managing this requires more than just shrinking the font size. It requires editorial expertise to find shorter synonyms that do not sacrifice meaning. For example, “Settings” is often translated as “Paramètres,” which is significantly longer. A skilled UX writer might suggest “Réglages” or even a well-understood icon accompanied by a shorter label depending on the available real estate. This level of detail ensures that the interface remains aesthetically pleasing and functional, regardless of the language version being used. This is why collaboration between design teams and experts in French localization is vital during the early stages of product development.

Cultural Nuance and Functional Resonance

Beyond the literal meaning of words, French UX is about cultural resonance. This means understanding how French users interact with technology and what they expect from a digital interface. For instance, the French market places a high value on data privacy and security. Microcopy that emphasizes “Sécurité” or “Confidentialité” in a way that feels authentic: rather than a checkbox exercise: can greatly enhance user trust.

• Adapt date and time formats to the 24-hour clock and DD/MM/YYYY sequence.
• Ensure currency symbols are placed correctly (e.g., 10 € instead of €10).
• Use localized punctuation rules, such as the non-breaking space before colons and exclamation marks.
• Validate that technical terminology aligns with local industry standards rather than literal translations.

Linguistic nuance also extends to how features are named. A feature called “Power-Up” might sound exciting in English but could translate poorly or sound childish in a French professional context. Finding a term that conveys the same value proposition while sounding natural in French is a hallmark of sophisticated transcreation.

Driving Engagement through Linguistic Consistency

Consistency is the backbone of a great user experience. In a SaaS platform, this means using the same terminology for the same actions across the entire application, documentation, and marketing materials. If a button in the app says “S’abonner” but the marketing email says “S’inscrire,” the user may experience a split second of confusion that interrupts their flow.

Maintaining this consistency in French is particularly challenging due to the complexity of the language’s grammar and syntax. A dedicated style guide for French UX is essential for any marketing agency or internal team managing a localized product. This guide should outline the preferred tone of voice, the choice of pronouns, and a glossary of key terms. By ensuring every touchpoint speaks the same “language,” SaaS platforms build a cohesive brand identity that feels professional and polished.

The Competitive Advantage of Superior French UX

In the crowded SaaS market, technical features are easily replicated, but a superior user experience is a lasting competitive advantage. For companies targeting the French-speaking world, investing in high-quality microcopy and linguistic nuance is one of the most effective ways to drive user engagement and loyalty.

French users are notoriously discerning; they appreciate clarity, respect, and a product that feels like it was built with them in mind. When a SaaS platform goes beyond basic translation to embrace the nuances of the French language, it removes the barriers between the technology and the user. The result is a more intuitive product, a more satisfied user base, and a stronger market position. As businesses continue to navigate the complexities of international expansion, the intersection of IT, marketing, and linguistics will remain a critical area for innovation and growth. Consistent attention to these details signals a level of professionalism that resonates deeply with tech-oriented audiences and decision-makers.