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For more than two decades, Glentel has been Canada’s leading connected service retailer through their brands WIRELESSWAVE and tbooth wireless and their retail services inside of Costco Canada.
If you use a cellphone in Canada, there’s a good chance that you’ve purchased from a Glentel retailer.
Glentel needed an ecommerce experience that matched their global reach, so they began the process of re-platforming their site and migrating to Shopify Plus, and they wanted a trusted and experienced partner in the digital commerce space to assist them.
They turned to Fulcrum Digital, a full-service digital agency and systems integrator to help with the migration. Fulcrum offers end-to-end services that help brands modernize their commerce sites through migrations, user experience, site development, and optimization
Many expanding businesses, like Glentel, have turned to Shopify because the platform offers many benefits to global companies, such as translation apps and centralized management within Shopify Markets.
Even with Shopify’s localization tools, however, Glentel and the Fulcrum team faced inherent obstacles in the migration and localization process.
The biggest challenge was communicating the available products and prices to customers. Glentel offers wireless plans to customers across Canada and because of the nature of wireless plans, prices, and carriers depend on a shopper’s location. Shoppers in Quebec, for example, have different carrier options than shoppers in Saskatchewan.
Glentel considered consolidating all carrier information on a single promotions page and note which carrier was available in which province. Presenting all available options in this fashion, however, could overwhelm shoppers, forcing them to search for what’s available in their province, which can increase bounce rates and lower conversion rates.
Glentel wanted a frictionless shopping experience, and Fulcrum was up to the task.
They needed segmented content based on location and to only show the correct pricing and carrier information for the shopper’s chosen province. This would minimize shopper confusion and questions, and it would create a smoother experience.
This level of personalization is becoming increasingly important as shopper expectations are higher than ever. The 2024 Forbes State of Customer Service and CX Survey found that 81% of customers prefer personalized experiences.
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Shoppers want the right information for their needs immediately, and they are willing to pay for it. 57% of consumers say they’ll spend more on a brand that offers personalized experiences.
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This is especially critical for localization efforts. Global brands must do more than translate content to the correct language and currency. True localization requires localizing all content, from promotions to products, prices, and shipping information.
The Fulcrum team understood the benefits of localized content forshoppers and the powerful impact personalization has on revenue. They were ready to find or create the best solution for Glentel.
After reviewing various personalization and localization tools, Fulcrum agreed Shogun’s Personalized Experiences would be the best solution.
Shogun’s Personalized Experiences feature enables merchants to create personalized pages for shoppers, based on various segmentation options, such as location, referring URL or Klaviyo data.
Glentel and Fulcrum wanted to accomplish two things on their sites: They wanted shoppers to easily see what carriers, prices and promotions were available in their provinces and wanted shoppers to be able to view what’s available in other provinces.
To accomplish this, Fulcrum added a Province Selector to the navigation menu so shoppers can select their appropriate province.
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From there, Fulcrum needed to personalize the different province pages with the correct product and price information. Fulcrum used Shogun’s “URL contains” option to segment based on certain parameters inside of a page URL.
With this segmenting option, Fulcrum could personalize the content on the page based on a string of text within the URL.For instance, when a shopper selects the “Quebec” province, the URL contains “QC”. Shogun then serves up the unique Quebec variant that showcases the promotions, carriers and products available in Quebec.
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With this strategy, Glentel and Fulcrum have enabled shoppers to have full visibility into what’s available across the country. However, when shoppers want to narrow down their search to a specific province, they are shown province-specific information. This approach offers the best of both worlds for the shopper: they can see the national offerings without being overwhelmed by details, while also having access to localized content when needed.
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In addition to creating a frictionless shopping experience for shoppers, internally, the Glentel and Fulcrum teams are more easily able to create and manage page content with Shogun’s Personalized Experiences. They didn’t have to build each province page individually. Instead, Shogun automatically duplicated the main page into a variant for each province. The team can then edit the province variant with the right carriers, products and promotions.
As a business grows and expands, complications and challenges are inevitable. A critical aspect of localization is ensuring that shoppers can easily and quickly find accurate information for their location, whether it’s pricing, product details, shipping information or return policies.
Glentel and Fulcrum have implemented a solution that empowers Glentel shoppers with easily navigable information. By localizing content for each province, they have eliminated confusion for the shopper and enhanced the shopping experience. This strategy will remain a critical part of their approach as Glentel continues to grow, offering more coverage, promotions, and carriers to every province.
With the migration to Shopify now complete, Fulcrum continues to collaborate with Glentel to deliver a stellar shopping experience to all its customers, regardless of their location.
