The 411 on Geo-Targeting: Leveraging Location to Drive Personalization

The 411 on Geo-Targeting: Leveraging Location to Drive Personalization

You already know how powerful Onsite Product Recommendations can be for driving revenue. The proof is in the pudding: we saw first-hand how one brand leveraged product recommendations to increase Average Order Value by 16%.

 

But personalization, like pudding, can also be a bit messy.

That’s because no two shoppers are the same, and a big part of that has to do with where they’re shopping from. If you’re a business who sells products on an international level, you have visitors entering your site from all over the world – which means you have to  cater to a number of currencies, cultures and local needs.

Showcasing product recommendations based on personal affinities is one thing; but what if you can kick it up a notch by offering relevant products based on a shopper’s physical location as well?

That, friends, is the power of geo-targeting. At Nosto, we’ve taken our Onsite Product Recommendations feature a step further by enabling you to leverage personalization and location.

Curious? Allow us to explain the concept of Geo-targeted Best Sellers.

 

The 411 on Geo-Targeting

Before we dive into the pudding–er, details, let’s cover the basics.

By definition, geo-targeting is the practice of delivering content to consumers based on their physical location. It’s a practice increasingly embraced by online retailers – and shoppers are just as keen on embracing it. A 2016 eMarketer report found that, over the next three years, consumers expect their shopping experience to be relevant to their location – and that’s just on mobile.

So what effect can geo-targeting have on promoting your most popular products?

The short answer: A LOT.

Now, the more detailed answer.

There’s certain point in a shopper’s journey where they’re in danger of hitting a personalization plateau. Sure, product recommendations drive traffic to the products with the most value. But consider this: what happens when the same popular products are shown to visitors who may not be attracted to them simply because it doesn’t meet their geographical needs? For instance, say you’re a webstore that sells apparel and your collection of winter puffer jackets is a hot item in the Northeast US.

The problem: A shopper in Miami enters your site and is shown your collection of popular puffers. Since they have no need for this product because, well, #Miami, they ignore your recommendations – and possibly leave your site altogether.

The solution: By combining geo-targeting with Onsite Product Recommendations, you’re able to bridge that gap between a shopper’s personal taste and their physical location to truly personalize the way they engage with your products. Visitors are only shown the most popular products relevant to their location – so while New York shopper sees puffer jackets, Miami shopper will see more summer apparel.

It’s also a multi-layered approach. Geo-targeted Best Sellers will automatically target your visitors at a city level. If there are no best selling items within that range, the feature will expand its reach to a larger radius (i.e. state or country level).

This example shows a retailer promoting their best sellers to a visitor located in New York.

 

 

Is Geo-targeting for everyone?

Maybe it is, maybe it isn’t.

While geo-targeting is an important element in the personalization, it’s not a one-size-fits-all approach. In the case of Geo-targeted Best Sellers, a good first step would be to evaluate whether the strategy is relevant to your business. Ask yourself:

  1. Do your shoppers have a wide range of preferences?
  2. Are you catering to consumers across several geographical areas?

If you’ve answered ‘yes’ to either of these, then it’s worth implementing Geo-targeted Best Sellers and monitoring your CTR and conversion rate over time.

 

Nosto’s 3 main takeaways on Geo-targeted Best Sellers:

  1. Geo-targeting is an increasingly popular practice for retailers, and shoppers expect to receive a shopping journey that caters to their location.
  2. Geo-targeted Best Sellers combine personal taste with physical location to enhance Onsite Product Recommendations.
  3. Not sure where to start with Geo-targeted Best Sellers? Give it a try and work your way up.

Explore more articles

Nosto expands partner program with new ‘Platinum’ tier and Technical Mastery Certification, recognizing its most successful agency partners
News & Press Nosto expands partner program with new ‘Platinum’ tier and Technical Mastery Certification, recognizing its most successful agency partners

New York, May 10, 2024—Nosto, the leading Commerce Experience Platform (CXP), today, announced updates to its partner program, including a ‘Technical Mastery Certification’ and a new ‘Platinum’ tier, to deepen its relationships with leading ecommerce agencies. Nosto’s new ‘Technical Mastery Certification’ (now available within its broader CXP Certification Program) invites agency partners to gain a […]

Read more
Social commerce in 2024: Top tips for brands tackling TikTok
Ecommerce Social commerce in 2024: Top tips for brands tackling TikTok

Why should you be on TikTok business? TikTok has skyrocketed in recent years as a platform and continues to grow exponentially, offering brands an unparalleled opportunity to connect with a huge – and very engaged – audience. It has over two billion users projected by the end of 2024 and sales predicted to reach $79.64 […]

Read more
Introducing the Nosto Customer Community: Elevating our Clients’ Experience with us
Ecommerce Introducing the Nosto Customer Community: Elevating our Clients’ Experience with us

At Nosto, we’ve always been committed to providing our clients with a powerful platform that enables them to create relevant and authentic commerce experiences. Additionally, we believe in fostering a sense of community among our users, that enables them to learn, grow, and thrive together.  As such, we e are thrilled to introduce the Nosto […]

Read more
What’s new in Nosto: Enhanced Klaviyo integration for hyper-personalized shopping experiences across channels
Ecommerce What’s new in Nosto: Enhanced Klaviyo integration for hyper-personalized shopping experiences across channels

In an ideal world, ecommerce and marketing teams would collaborate seamlessly to create personalized and consistent customer experiences across marketing campaigns and websites. However, disjointed data, tools, and workflows make this challenging. That’s why we launched a new integration with Klaviyo to leverage the preferred technologies of both teams and create the synergies needed to […]

Read more