Smarter Spotlight: How to Cater to 7.5 Billion People Using Geo-targeting

Last week on Smarter Spotlight, we discussed the importance of using an Email Collection Lightbox on your eCommerce site to capture and retain new customers. This week, we’ll highlight another campaign that marketers can use to optimize their website for conversion: Geo-targeting.

There are 7.5 billion people in the world. 7.5 billion people-- each of them different. Different ages, different genders, different tastes, different locations, different cultures, different languages. We know this, or we should know this, yet many companies around the world are still marketing to customers as if they’re all the same-- as if Accountant Emily from Nashville likes the same shoes as Hipster Dexter from Portland.  

In a global economy, retailers are catering to a large, overwhelming audience. We get it. Mass marketing is an easy tactic to reach a sea of customers. But it’s coming to the point where consumers are frustrated and annoyed by retailers who think one size fits all.

So how do you do it? How do you market to 7.5 billion people, of various shapes and sizes, on a 1:1 basis? One method that we’ve found successful is Geo-targeting.

Geo-targeting allows you to create tailored experiences by leveraging customer data to dynamically change website and email content based on the location of the shopper. Regional information, in-store events, new store openings, promotions, back-to-school, weather and sports teams all influence your website and email content. By matching the offers you make to a visitor’s specific location, you’re creating a personalized experience for that customer, increasing the chances of conversion and loyalty.

Let’s take a look at a retailer who has seen significant results using this campaign: 

We’re all familiar with Finish Line. They have more than 660 stores in 47 states, and their customer dynamic varies far and wide, requiring them to deliver relevant product assortments to their customers according to geographical location.

To create personalized experiences for their shoppers, Finish Line leveraged a Geo-targeting campaign to change their website content in real-time based on an individual customer’s location. For example, if a customer lives in Denver, the hero image on the website will promote Denver Broncos gear. Whereas if the customer lives in Indianapolis, the hero will display Colts gear. Sounds simple enough, right? And it delivers.

For Finish Line, utilizing Geo-targeting has resulted in a 100% increase in revenue per session while producing captivating, individualized experiences for their shoppers. An easy campaign that drives incredible results and creates happy customers. What more could you ask for?

To learn more about Geo-targeting and other successful campaigns, check out our Finish Line success story, our Email Marketing Playbook or other Smarter Spotlight campaigns. Next up on our Smarter Spotlight series: Welcome Series.

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