Ever visited an online store and thought, “Wow, this feels like it’s made just for me?” That’s the magic of location personalization.
By personalizing content, products, and offers to where your customers are, you can create shopping experiences that feel personal, relevant, and incredibly engaging.
Everything from translations, to relevant cultural references are all possible when content is segmented by site visitor’s location. Not only will it contribute to a more positive customer experience, but it can also increase revenue dramatically.
In this article, you will learn:
- Location Personalization Defined
- Examples of Location Personalization in Ecommerce
- How to Use Shogun to Personalize Pages by Location
Location Personalization Defined
Location personalization involves tailoring the shopping experience based on a customer’s geographic location. By leveraging data such as IP addresses, GPS, or even user-provided shipping information, merchants can dynamically adjust content to align with the preferences, needs, and behaviors of customers in specific regions.
For example, an online store might highlight cold-weather apparel for shoppers in snowy climates while showcasing swimwear for those in sunny destinations. Similarly, location personalization can adjust product availability, pricing, currency, language, or promotions to match the expectations of local markets.
Why is this important? Because customers are more likely to engage with brands that speak directly to their environment.
Research shows that 72% of consumers say they only engage with marketing messages customized to their interests, and location is one of the most critical factors in delivering that relevance.
Beyond convenience, location personalization can directly impact revenue.
For instance, personalized product recommendations tailored to local preferences or seasons can drive cross-sells and upsells. Studies show that tailored experiences can boost average order value (AOV) by up to 12%, as merchants can suggest complementary items or bundled discounts based on regional buying behaviors.
By integrating location data, merchants can enhance the shopping experience and increase both engagement and sales.
Next, we’ll dive into actionable examples of how merchants use location-based personalization effectively to connect with their customers.
Examples of Location Personalization in Ecommerce
1. Hall Wines
Personalization Details: HALL Wines, a Napa-based winery and online retailer, implemented location personalization and dynamic testing to optimize their website for geographically diverse audiences. By analyzing customer behavior from different regions, they personalized scarcity messaging to highlight limited availability of certain vintages, creating urgency specific to local preferences.
This approach resulted in:
- 55% rise in add-to-cart rate on their main website.
-
80% increase in add-to-cart rate for their sister site, WALT Wines.
Page Highlights:
- Geographic Targeting: Highlighted wines popular in specific regions, such as Napa Valley exclusives, to resonate with local and visiting audiences.
- Localized Scarcity Messaging: Used stock-level indicators to emphasize the rarity of wines, ensuring messaging matched the location’s demand trends.
- Dynamic Testing: Tested different social proof messages for customers in various locations to identify what resonated best regionally.
Action Items:
- Geo-Specific Promotions: Use location data to showcase products that appeal to regional preferences or local trends.
- Tailored Messaging: Craft scarcity or social proof messages that reflect the regional audience’s needs and purchasing behaviors.
- Iterative Testing: Test location-based messages to identify the most effective strategy for engaging geographically diverse audiences.
2. Helly Hansen
Personalization Details: Norwegian outdoor apparel brand Helly Hansen tailored its online shopping experience for its international audience by displaying localized content and recommendations. For instance:
- Visitors in Paris were shown stylish, fashion-forward items and seasonal promotions tailored to urban shoppers.
- Visitors in the US who identified as outdoor enthusiasts were presented with rugged gear and semi-professional mountaineering equipment.
- Personalized banners highlighted region-specific weather trends, ensuring products matched current conditions (e.g., rain jackets during the wet season in Europe).
Results included:
- 100% increase in revenue per session (RPS) on product detail pages.
- 28% increase in RPS in the men’s section with tailored recommendations.
-
50% more clicks through personalized product suggestions.
Page Highlights:
- Localized Product Focus: Each region was served products relevant to their climate and lifestyle, enhancing engagement and satisfaction.
- Dynamic Seasonal Messaging: For example, customers in cold climates were greeted with banners promoting insulated jackets, while those in warmer regions saw lightweight outdoor gear.
- Quick Adaptation to Trends: The site dynamically adjusted promotions and banners based on real-time customer data and seasonal trends, ensuring relevance.
Action Items:
- Create Location-Based Themes: Segment your audience by geography and craft banners or messages that resonate with their specific needs (e.g., climate or lifestyle).
- Utilize Seasonal Data: Tie promotions to local weather or seasons to make the shopping experience timely and useful.
- Offer Personalized Recommendations: Use past behavior and regional preferences to showcase trending or best-selling items tailored to local markets.
3. WaitRose
Personalization details: Waitrose, a leading UK grocery online retailer, used location personalization to cater to the unique preferences of its diverse customer segments. By leveraging customer data, they identified that young professionals in London favored quick and simple recipes during weekdays due to their busy schedules.
Results:
- 67% increase in engagement levels.
- Improved return visitor rates as customers experienced more relevant, tailored interactions.
Page Highlights:
- Data-Driven Segmentation: Used CRM data combined with behavioral insights to craft localized experiences.
- Dynamic Recipe Suggestions: Leveraged machine learning to display quick weekday recipes for urban professionals, boosting engagement.
- Re-Engagement Strategy: Insights gathered during personalization efforts enabled more effective follow-up interactions tailored to visitor behavior.
Action Items:
- Leverage CRM and Behavioral Data: Combine internal customer data with behavioral analytics to understand location-specific preferences.
- Use AI for Dynamic Content: Employ machine learning to display relevant content, such as regionally favored recipes or products.
- Iterate and Learn: Continuously analyze customer interactions to refine personalization strategies and enhance re-engagement efforts.
4. Dick’s Sporting Goods
Personalization Details: Dick’s Sporting Goods leverages location-based personalization by tailoring product recommendations to align with the specific interests and behaviors of their website visitors. Using the visitor’s geographic location, the site dynamically showcases products categorized as “Hot in your area” and “Top-selling products.” These recommendations incorporate previously viewed categories, creating a personalized and engaging shopping experience.
Results:
- Enhanced relevance of product suggestions
- Increased trust through localized social proof
- Greater customer engagement and likelihood of purchase
Page Highlights:
- Localized Social Proof: By labeling products as “Hot in your area,” Dick’s creates a sense of community and relevance, increasing shopper confidence.
- Dynamic Product Suggestions: Recommendations adapt based on the visitor’s location and browsing history, delivering a highly personalized experience.
- Customer-Centric Features: The site extends personalization to include tailored size guides and selectors relevant to regional preferences, reducing decision friction.
Action Items:
- Implement Location-Based Labels: Use geographic data to highlight “Popular in your area” or “Trending locally” products to boost engagement.
- Enhance Social Proof: Show visitors products that are not only popular globally but resonate within their specific region.
- Extend Personalization: Incorporate regional size guides or fit selectors to address local needs and improve conversion rates.
5. Autozone
Personalization Details:
AutoZone leverages geolocation data to personalize the shopping experience by displaying real-time product availability based on the customer’s nearest store. This approach caters to the time-sensitive nature of automotive purchases, ensuring that customers know what’s available and where they can pick it up immediately. Visitors are shown store details, including operating hours, addresses, and contact information, alongside inventory updates like “1 in stock” to create urgency.
Results:
- Increased conversion rates for local inventory
- Enhanced customer satisfaction with up-to-date stock visibility
- Faster decision-making for time-critical purchases
Page Highlights:
- Real-Time Stock Updates: Highlights critical inventory levels (e.g., “1 in stock”), creating urgency and encouraging immediate action.
- Location-Specific Information: Displays nearby store details such as hours and contact information for easy pick-up planning.
- Seamless Checkout Experience: Geolocation ensures that customers can reserve items at their nearest location, reducing friction in the buying process.
Action Items:
- Incorporate Real-Time Inventory Display: Use geolocation to show local stock levels and increase purchase urgency.
- Highlight Nearby Stores: Provide store-specific details (e.g., opening hours and directions) to make pick-up convenient for customers.
- Optimize for Need-Based Products: Focus geolocation personalization on time-sensitive or urgent purchases to meet customer needs effectively.
6. Petal + Pup
Personalization Details:
Petal & Pup is a women’s fashion retailer with a global presence. To cater to their diverse international audience, they implemented a currency localization feature on their website. This allows visitors to view prices in their local currency, creating a more personalized shopping experience. The currency selector is prominently displayed, offering multiple currency options such as USD, AUD, EUR, and more, ensuring customers feel at home wherever they shop.
Page Highlights:
- Currency Selection Menu: A clear and accessible dropdown allows shoppers to quickly select their preferred currency.
- Localized Pricing: Prices are displayed in the selected currency across the site, removing the need for manual conversions.
- User-Friendly Interface: The seamless integration of the currency selector makes the shopping experience smooth and intuitive.
- Enhanced Trust: By showing prices in local currencies, the brand reduces customer hesitation caused by unfamiliar exchange rates or additional fees.
Action Items:
- Implement Currency Switchers: Add a currency selection tool to your site to accommodate international shoppers. This can be integrated with platforms like Shopify or BigCommerce.
- Display Localized Pricing: Automatically adjust prices based on the visitor’s IP address or offer a manual selection for transparency.
- Build Trust: Reinforce credibility by removing barriers like currency conversion uncertainty and unexpected charges, creating a frictionless checkout experience.
7. Zara
Personalization Details:
Zara incorporates location-based personalization by immediately detecting a visitor’s geographic region upon accessing the site. Customers are greeted with a location-aware overlay that offers two options: browsing the international site or being redirected to a country-specific version, like the UK site. This ensures customers view content tailored to their region, including localized pricing, shipping details, and curated collections.
Page Highlights:
- Localized Options: A popover allows users to seamlessly switch to their region’s website for a tailored shopping experience.
- Enhanced Accessibility: Visitors instantly see pricing in their currency and access products relevant to their location.
- Optimized User Flow: The simple, intuitive prompt helps customers navigate directly to the appropriate storefront, reducing friction and improving engagement.
Action Items:
- Implement automatic geolocation features to direct users to region-specific content and storefronts.
- Offer localized currency, shipping methods, and curated collections to enhance user experience.
- Use location-aware overlays to streamline navigation and improve conversion rates by delivering a more personalized experience.
8. Sunday
Personalization Details:
Sunday, a lawn care and garden brand, uses location and seasonal data to tailor its product recommendations. By understanding the timing for planting in different regions, Sunday re-engages shoppers with personalized emails that assure them there’s still time to start their gardens. This localized approach ensures relevance and resonates with customers who value seasonal gardening advice.
Page Highlights
- Localized Messaging: Highlights region-specific timing for planting to reassure customers.
- Seasonal Relevance: Connects products to the current season, emphasizing urgency and opportunity.
- Supportive Content: Provides tutorials and resources to help customers get started with confidence.
- Conversion Boosters: Includes free shipping offers to encourage immediate purchases.
Action Items
- Leverage regional data to personalize email campaigns, ensuring content aligns with customers’ local climate and seasonal needs.
- Pair product recommendations with helpful resources to educate and engage customers.
- Use free shipping or time-sensitive incentives to create urgency and nudge conversions.
9. Moonglow
Moonglow Jewelry uses location-based personalization to cater to its global audience currencies. When visitors land on the website, the platform dynamically adjusts prices to reflect the user’s local currency, such as euros (€), pounds (£), or US dollars ($), based on their geographic location. This intuitive feature ensures customers immediately feel at home, with no need to calculate conversion rates.
Page Highlights:
- Localized Pricing: Automatically displays prices in the customer’s local currency, eliminating barriers to purchase.
- Consistent Design Across Regions: The page maintains a uniform design while subtly adapting key elements like currency to the user’s region.
- Clear Call-to-Actions: Simple and accessible navigation ensures shoppers can easily proceed to purchase without distractions.
Action Items:
- Implement Automatic Currency Conversion: Use geolocation tools to detect user locations and display prices in their native currency.
- Keep Pricing Transparent: Ensure customers don’t need to guess how much they’ll pay by showing inclusive pricing that accounts for taxes or fees if applicable.
- Create a Seamless Experience: Test for usability across different currencies and languages to ensure the shopping journey feels effortless.
How to Use Shogun to Personalize Ecommerce Pages by Location
Shogun empowers ecommerce merchants on the Shopify and BigCommerce platforms to create highly personalized shopping experiences with its robust location-based personalization tools. Here’s how you can leverage Shogun’s features to optimize your site for location-specific audiences and drive engagement:
1. Create Location-Based Variants
Using Shogun’s Personalized Experiences, you can craft different versions of the same page tailored to your audience’s geographic location. By creating location-based variants, you can show specific promotions, banners, or featured products that align with regional trends, preferences, or seasons.
- Example: If you’re running a summer sale in Australia but promoting winter gear in the US, you can serve location-relevant banners and product recommendations to each audience segment.
Action Step: Use the “Location” condition within Shogun’s segmentation tool to deliver the right content to the right audience. Simply select “Country,” “Region,” or “City” as your targeting criteria and create variants accordingly.
2. Highlight Region-Specific Promotions and Offers
Shogun allows merchants to showcase region-specific promotions by segmenting content. This is particularly useful for running time-sensitive or seasonal campaigns.
- Example: A gardening brand can promote spring planting guides and products for customers in warm climates while showing snow-removal tools to colder regions.
Action Step: Use Shogun’s location segmentation to target specific regions with unique landing pages, ensuring customers see only the most relevant offers.
3. Integrate Localized Language Options
Shogun makes it easy to create multilingual experiences for global shoppers. By creating pages in different languages, you can improve engagement and reduce bounce rates for non-native speakers.
- Example: Provide translated content for customers in France, Germany, and Spain while keeping the same layout and branding.
Action Step: Use Shogun’s editor to duplicate pages and customize pages that match the language or cultural details of the location you are targeting. Leverage your translation apps to create new copy for the page and use the segment builder in Shogun to create new audiences in the countries you are targeting.