Localized Personalization: The Custom(er) Experience

Everyone wants to be understood. Buyers are no exception. So when marketers are able to say, “We understand” or “We can help,” they deliver to customers a more personal experience. One proven way to do this is to show an understanding of the buyer’s local area. It’s the ultimate in relevant.

Rev Up Results with Relevancy
Say, for example, a motorcycle manufacturer is seeing strong sales in a certain area. By grasping a few key data points—it’s spring and more people are riding even though the weather is iffy, or the area is renowned for its curvy mountain roads—the brand can get the right message to the right people in the right place at the right time. Suddenly, there are offers for accessories like rain gear or heated gloves, vests and seats. Next thing you know, incremental sales are starting to spike, thanks to localized offers wrapped in local messaging.

Now if you’re targeting a local area overseas, your website needs to display the right language and currency. Sounds obvious, but some companies forget to close this loop and end up paying the price.

Test. Refine. Repeat.
In the motorcycle example, marrying different types of internal and external data helped to shape messages and ultimately behavior. Even if all the data aren’t readily available, simple metrics such as sales by geographic area and seasonality can boost sales.

Of course, savvy marketers test a range of strategies and tactics. Which performed the best and fit their marketing vision? How did results vary based on specific messaging, creative and/or timing? Monitor and experiment to optimize your local efforts. Strive for continuous and incremental improvement. Set and forget is not an option.

The Bottom Line
Localization buys you:

• A relevant customer experience
• Stronger long-term relationships
• Another tool to build your brand
• An intelligent way to lift sales

And these are all things that you can take to the bank.