There are a few ways to geotarget people to our and their advantage.  This is a step towards personalisation and great user experience.  So what can you do?

Location branding - A great way of personalising the site for people is to understand where they are at the time they access the site and feed them products or services specific to their area.

This could be a country specific top in the UK showing Welsh or English colours and branding to people who are more likely to buy them.  It could the main banner on a flag companies site making the prominent flag that customers native flag.

It can also help prevent faux-pas.  For example you may not want to have a Christmas sale in all countries you sell to.  Instead you could change the wording to 'Holiday' in these countries.

Store locators - Using a store locator is a great way of showing people where their local stores or best places to buy our products are.  The system can also auto-locate with authorisation from the customer.

As well as locating stores, we could set-up location targeting on new stores and provide customers with their details when logging onto the site.  This is a great way of letting people know there's a new store opening within a pre-set distance of our choosing.

Delivery information - Unfortunately the world isn't in a place where most of us can offer either free delivery or standardised delivery costs across the board.  Using geotargeting we can tell people in certain countries that their delivery charges will be free, whilst in others we can tell them how much it will be.

Nothing annoys me more than getting a delivery cost added on right at the end of a process and not realising until I'm about to press buy.  I know it annoys me so much sometimes that I'd rather forget the whole order.

Click & collect - People like to do what they want to do.  It's obvious right?  Well a lot of companies seem to try and force customers to do it their way only.  A click & collect service is a great way to get people engaged and buy more as it's just more convenient for them.

Currency conversion - By detecting where a customer is we could serve them the price of products and services in their own local currency.  Exchange rates will need to be considered or built directly into the process but it could have a large impact on customers from countries where we're not based.

Site redirects - One of my clients has 22 country specific websites and it can be confusing for customers who expect that a .com domain will be the main site for them.

I would never suggest automatically redirecting people based on their country as they might be abroad on holiday or something, however having a pop-up or something similar saying "we can see your in the USA, would you like to go to the US site?" could help customers find the products available to them more easily.