Geo-targeting shows different website content, offers, or ads based on a visitor's country, state, city, or pin code.
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Start free trial →Geo-targeting changes content, ads, or experiences based on a visitor's location. The location can be as broad as a country or as specific as a pin code. A site may use an IP address, mobile GPS data, or an address shared by the user. Ecommerce brands use this data to adjust delivery messages, prices, language, offers, and product availability.
India's many regions make geo-targeting useful for D2C brands. Language, climate, customer taste, and price sensitivity vary by place. For example, a skincare brand can feature sunscreen throughout the year in Chennai. It can feature heavy moisturisers during winter in Delhi.
Practical geo-targeting applications in Indian ecommerce include:
Pilgrim uses geo-targeting to change the main offer on its homepage. Visitors in Mumbai, Chennai, Kolkata, and Goa see a "UV Defence" banner for SPF products. Visitors in Rajasthan, Delhi, and UP see the "City Shield" range for protection from pollution. Visitors in Kerala see English and Malayalam content with products suited to a tropical climate. These local versions raise product-page click-through rates by 17% compared with one national banner. Coastal and northern visitors show the largest gains.
Location can shape both the audience and the results of an A/B test. A team can show a new product layout only to visitors in metro areas. It can also compare the result across regions. A version may work well in one place but poorly in another. CustomFit.ai supports location-based audiences for tests and personalisation rules.
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