How to make hyperlocal work for you

Ian McCaig, Marketing and Strategy Director for Qubit

Hyperlocal is all about understanding your current location and the immediate world around you. For online retailers, it's the latest tool to help them deliver a more personalised shopping experience to consumers based on their precise location at that moment in time. Understanding your customer base and their known preferences can help you send better and more relevant targeted messages. So how can fashion brands make this feature work for them?

Clicks and mortar

Interestingly, over a quarter of website visitors research their purchases offline before buying online so target local customers with messages about new store openings happening in their area. Furthermore, successful companies realise that their offline and online presences have to coexist and deliver the same great experiences as each other in order to maximise revenue opportunities across all channels. Belstaff's website does exactly this by detecting the visitor’s location and then serving them a header at the top of their site that directs them to their nearest store. Clicking on this banner brings the user to a store page, tailored to the products that are available locally.

Take the weather with you

It's widely reported every year about how the weather affects sales. If it snows, rains or shines the different climates will have an impact and what we buy, when we buy and how we buy. So if it's raining in the North of England but sunny in the South then take advantage of this opportunity by highlighting your merchandise related to that specific climate for each customer. For example, menswear brand Burton uses hyperlocal data with an open weather API in order to serve a different layer to different users depending on the weather in their area. If it's raining in Manchester visitors will see a warm raincoat, whereas if it's sunny but frosty in Kent, they'll see a gilet.

Keep it local

People will always respond well to content that is relevant to them. So if you’re an international brand ensure the homepage contains local messages related to that customer. For example, translate the text into the customer’s local language or deliver a pop-up message to Australian visitors highlighting that you deliver to their country. Another way to make your website feel more personal to different customers is to align the website’s homepage around special events. If a visitor is from the US then deliver them a message which wishes them a Happy Thanksgiving.

With the right data integration, hyperlocal makes the future now. Being able to deliver this level of granular, local customer segmentation and website personalisation promises to fundamentally change the way that marketers merchandise online.

To find out more about how to make hyperlocal work for you read Qubit's five steps to hyperlocal personalisation.

Qubit are co-hosts of the eCommerce Futures International Fashion event on February 5th in New York. For details click here.