Geo-targeting increases revenue for global brand

Helly Hansen, a Scandinavian adventure clothier, is creating a personalization strategy to target geographic segments. The company is using a solution from Monetate to boost conversion rates and revenues by changing content for different audiences.

Helly Hansen uses Monetate’s geo-targeting features to pair local weather forecasts with specific experiences for Web site visitors. For example, when rain was forecast in Germany over a five-day period, the Web experience was personalized to present a rainwear banner on the home page, rather than to promote skiwear.

According to Monetate, its solution has helped Helly Hansen generate revenues in excess of $280,000 in just three months.

Ragnihild Geissert, European e-commerce manager at Helly Hansen, says, “At first we just wanted to tailor our campaigns for specific audiences as efficiently as possible to maximize how effective we could be as a team. After becoming more familiar with Monetate’s technology, the team’s ambitions changed dramatically. Now that we know the power of personalization, we want more. The only limitation we have is the number of people we have to develop and drive new tests and campaigns. The impact has been a revelation.”

After implementing the new personalization technology, Helly Hansen has:

• increased revenue in the United Kingdom by $17,290 using a raincoat holiday deal banner under navigation;
• reached 170 percent conversion and 52 percent new visitor conversion in Germany through a weather targeted rainwear banner; and
• gained an extra $22,270 incremental revenue in Norway, taken from 15 percent off products on Black Friday Weekend.

(Image courtesy of ShutterStock.com)