Segment customers based on their location with address metadata

Geographically segmenting customers allows you to:

• Assign online sales to local physical stores
• Choose the nearest warehouse to minimise delivery cost
• Offer localised pricing and messaging
• Ensure compliance with regional regulations
• Connect prospective customers with local area managers or franchises

How Addressfinder unlocks customer segmentation

With Addressfinder, you don’t just get verified addresses — you get rich address related metadata. This metadata is the key to unlocking the segmentation challenge as it can be used to group customers in a variety of ways.

The metadata commonly used for grouping customers includes:

• State / Region
• LGA / Territorial Authority
• Statistical Area 2 (used to segment customers by census data)
• GPS coordinates (maybe used in conjunction with geofenced franchise or delivery zones)

How to segment customers using address metadata

There are many ways the address metadata can be used to segment customers and we can’t possibly cover them all here. Below are some examples of the address metadata being used to segment and then provide a tailored outcome based on the segmentation.

Examples:

Use the State-Territory to connect with the local area manager (AU)

In the example below, we are using the Addressfinder widget to collect the verified address and the State-Territory in which that address exists. The State-Territory is then cross referenced with a table linking area managers (fictitious) with State-Territories and then books a meeting with the local manager.

• State-Territory code example

Restrict by Town or City (NZ)

Similar to the above, this is enabled with the addition of some custom JavaScript however instead of the State-Territory being checked, it is the Town or City field that is checked. You may include more than one approved town or city if needed. Here's how that works:

• NZ Town/City restriction code example

Local Government Area controls (AU)

Local Government / Councils provide many services to those who live within their constituency. Dog registration is a great example as dogs need to be registered and it is the responsibility of the local council to both maintain this register and, more importantly, collect the registration fees. The challenge is ensuring that the council only registers dogs which live within the council boundary. The LGA is the ideal metadata to use in this regard as it is a simple way to determine if the dog (dogs owner) lives within the boundary or not.

• LGA Dog Registration code example

Geofence Example (NZ)

In this example, we are using the Addressfinder widget to collect the verified address and the GPS coordinates of the selected address. These coordinates are then cross referenced with a list of zones and associated polygons. On selection of the address, a map displays which zone the address exists in and the associated franchise is populate into the ‘Franchise Area’ field.

• Franchise area allocation code example

Using postcodes to control shipping locations (NZ)

This is a postcode-based restriction. Postcodes in NZ range from 0000 to 9999. North Island postcodes range from 0000 to 6999. South Island postcodes range from 7000 to 9999.

Add some JavaScript to the code for the Addressfinder widget to allow the postcode of the selected address to be checked. This check will determine if the selected address lies within the boundaries of the approved island. If it does, the selected address can be collected. If it does not then the address will not be returned and instead the customer will receive a message.

• Code example of NZ Island restriction

Restrict to part of a Town/City (AU & NZ)

In this scenario the post code of the selected address is checked against a number of 'approved' postcodes. These approved post codes will be chosen by you because of their association with your service area.

• Code example of AUS — Postcode restriction

• Code example of NZ — Postcode restriction

Restrict to a suburb or locality (AU & NZ)

In this scenario the suburb or locality of the selected address is checked against your approved suburb or locality.

• Code example of AUS — Suburb restriction

• Code example of NZ — Suburb restriction

In short

The metadata Addressfinder returners with each address can be used for many different things. One of these is to segment customers and this will then allow you tailor experiences just for them.

If you have a need, even if it's not mentioned here, please get in touch. We enjoy a challenge and we'd love to hear from you!

Article updated 26th May 2025.