case study: sheplers the right product in the right location

Case Study
The Right Product in the Right Location
CA SE ST U DY: S H EP L E RS
TH E RIG HT PROD U C T IN T H E R I G H T L O C AT I O N
GEO - TARGE T I N G F O R
BE T T ER PRO D U C T I V I T Y
AN D CUST O M E R S E RV I C E
Sheplers has been in retailing for over 100
years and is synonymous with western wear
and cowboy boots. The company is now
combining its rich heritage of marketing and
merchandising experience with Monetate's
Software as a Service technology to craft
cutting-edge online retailing practices built
around testing, targeting, and personalization
of website content and features.
Geo-targeting is a technology that can be
used to change website content based on the
location of the person looking at it. Monetate
can enable any website to perform geo-targeting of content because, whenever someone visits a website from a
desktop, notebook, net book, or other device, the web server detects the IP address of the device. From that IP address
it is possible to determine the visitor's general location.
Geo-targeting getting smarter
Geo-targeting not only knows where
the website visitor is located but it
can also be used to show proximity to
other locations. For instance
knowing a competitor store is within 5
miles may trigger a free shipping
offer.
Sheplers has found some clever ways to improve the site experience for visitors to www.sheplers.com by using geotargeting. For example, some cowboy boots may be made with "exotic" leathers like alligator, elephant, and python.
Some countries have banned the use of skins from these animals and so has the State of California. So Sheplers uses
Monetate's website targeting capabilities to hide such items when the site is viewed from a location which has
restrictions on exotic leathers. A different selection of times is displayed. Hiding items that cannot be shipped to a
customer's location reduces shopper frustration and calls to customer service. Here you can see a different selection of
boots is displayed based on location.
Sheplers has even used Monetate to help out the IT department. There are times when a website has to be taken down
for maintenance purposes and those times are different in different locations. For example, if you are taking the site down
at 1:00 am Central time that is 11:00 pm Pacific time. Sheplers has used Monetate to display a banner that warns
shoppers about downtime in their time zone, dynamically generated from the "local time" targeting variable.
Bob Myers, CEO, Sheplers
“
“
When you are trying to deliver the best possible website experience to
each and every customer, with a minimum of pain, Monetate is a huge
asset to have on your side.
As the leading independent provider of testing, targeting, and personalization for websites, Monetate helps
major consumer brands deliver personalized content and offers to different traffic segments. And we do this
while eliminating IT from the marketing process.
Everything that Monetate does is enabled by a single tag that you cut-and-paste onto your site, no IT resources
required. With that one simple action Marketing can bypass IT and access Monetate’s unique marketing
optimization features from A/B testing to product badging and geo-targeting of promotions and messaging.
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