What is a 'locale'?
A locale is a set of parameters that defines the customer's language, region and currency (e.g. the locale used for UK campaigns using English - GBP is 'en_GB').
With our platform, you can serve different campaigns (and referral offers) to customer segments. This includes targeting specific locales, as pre-defined in your agreement with Mention Me.
You can configure these locales in triggering or qualifying rules under the campaign settings.
How to segment customers by locales?
We typically recommend targeting your main regions/locales first, based on the highest volume, business value or growth potential. If your referral programme offers third party vouchers to users (e.g. Amazon gift card), you should also check they can support the locales you’re promoting to. Your Client Manager can help you define the best approach for this.
As a general rule, if your website contains different languages and currencies, you should make sure you're serving them the right content.
There are different ways of targeting locales in Mention Me, depending on your website configuration:
1. Using a different language and currency
To make sure customers see referral offers in their preferred language and currency, you should pass the correct locale in your integration to trigger the right campaign.
For example, to prevent British customers seeing referral offers in French (and vice versa), you could run a "British Campaign" (en_GB), with a "French Campaign"(fr_FR), a "Spanish Campaign" (es_ES), a "German Campaign" (de_DE) etc for international customers.
2. Using the same language and a different currency
Target different locales to serve referral offers to regions with the same language but different currencies.
For example, if you're serving the UK and US, you will want to have your campaigns in English, but one will use "GBP" and the other "USD" as a currency. So you’d target two locales: en_GB and en_US.
3. Targeting the same region with the same currency and a different language
If a significant volume of users choose different languages for the same region on your website, consider serving different campaigns.
For example, you could trigger two different campaigns using es_ES and en_ES to show content in both Spanish and English if selling items or services to Spain (EUR).
4. Grouping regions with the same language and currency
Another option is to group and target regions using the same language and currency with one campaign. For example, you can use the locale en_EU for all countries with English as their language and Euro as their currency.
5. Grouping regions with the same language and using generic % offers
This option is for exceptional scenarios where you want to serve a generic referral offer to regions with the same language that aren’t part of your main markets, have a small order volume and less web traffic.
In these cases, it may not be worth having a dedicated campaign for each region, even if they use different currencies. Instead, you can run a global campaign, choosing a generic locale not used by other regions, and setting up a simple/generic offer that is not region-specific, such as a percentage discount or a gift with purchase.
NOTE: If you're fulfilling rewards with discount codes, these need to work regardless of the region/language/currency the user chooses. This option doesn’t support fixed-amount discounts (eg. £10 off) or 3rd party vouchers.
If you’re interested in this configuration, please speak to your Client Manager. It will limit A/B testing and experimentation options in your referral programme.
What is the correct locale format supported by Mention Me?
- For example: fr_FR for French/France (euros), en_IE for English/Ireland (euros) or en_GB for English/UK (GBP).
You can find the list of supported locales for your account in your order form as part of your agreement with Mention Me. If you wish to add new locales to your account, please contact your Client Manager.