Crossing the E-Commerce Pond: Understanding U.S. Customers

4. Be local. Combine online and offline content to create a succinct multichannel experience. If you have physical stores in certain U.S. cities, encourage your online U.S. customers to come and visit you in-store by using city-level targeting. For example, Topshop has developed localized region- and city-level landing pages to help support its offline strategy.