In this guide, you’ll learn what a locale is, how it's applied within the Mention Me platform, and how to segment your referral campaigns based on customer regions and languages.
We'll cover common use cases, from multilingual websites and currency-based segmentation to global campaigns with general offers.
What is a 'locale'?
A locale defines the customer's language, region, and currency. For example, the locale for UK English using GBP is en_GB.
With Mention Me, you can deliver specific campaigns or referral offers by locale, which are passed via your integration—either through JavaScript tags (for websites) or API calls (for apps), using a set format.
You can configure locales within your campaign's triggering or qualifying rules:
How to segment customers by locale
We recommend prioritising key regions/locales based on volume or value. If your referral program offers third-party rewards like Amazon vouchers, ensure those providers cover the relevant locales. Your Client Manager can help define an effective segmentation strategy.
If your website includes multiple languages or currencies, serve the correct content accordingly.
There are several ways to configure locale segmentation, depending on how your site is structured:
Different language and currency
To present offers in the customer’s preferred language and currency, pass the correct locale via tags or API calls. For example:
- British Campaign – en_GB
- French Campaign – fr_FR
- Spanish Campaign – es_ES
- German Campaign – de_DE
Same language, different currency
Serve offers to regions using the same language but different currencies by targeting relevant locales.
Example: If you offer English-language campaigns in the UK (GBP) and the US (USD), you can use two locales: en_GB and en_US.
Same region and currency, different language
If users in a region select different languages on your site, you can create localised campaigns for each.
For example, target both es_ES (Spanish) and en_ES (English) customers within Spain (EUR).
Group regions by the same language and currency
You can target multiple regions under a shared locale if they use the same language and currency.
Example: Use en_EU for all English-speaking users in Eurozone countries.
Group regions with shared language and generic offers
This is useful when targeting smaller or less-active markets where custom campaigns are not warranted.
Serve a general campaign across several regions using one shared locale. Use a simple, non-market-specific offer—like a percentage discount or gift with purchase.
If you’re using discount codes, ensure they're valid across all regions. This setup does not support fixed-amount offers (e.g. £10 off) or third-party vouchers.
This limits your ability to run A/B tests or experiments across locales. Contact your Client Manager for consultation.
What is the correct locale format?
The format must follow:
-
ISO 639-1 language code + underscore (
_) - ISO 3166-1 alpha-2 country code
For example:
-
fr_FR= French / France (EUR) -
en_IE= English / Ireland (EUR) -
en_GB= English / UK (GBP)
Your active locales will be listed in your order form. Contact your Client Manager if you'd like to add more.