# Localise campaigns with store segments

> Group stores into fixed or variable segments, assign the segments to stores, and target a campaign at a segment so it plays only in those stores.

How-to guide · Launching Campaigns › Localise campaigns · Last updated 15 September 2026

URL: https://personalisationhub.com/support-centre/launching-campaigns/localise-campaigns-with-store-segments/

Store segments group stores so a campaign can play in some of them and not others. A segment can be permanent (metro, regional, airport) or a temporary condition such as a hot day or a product being out of stock. You define the segments once, assign them to stores, then target the campaign at the segment.

## Before you begin

- An HQ Admin account.
- A localisation strategy: the list of segments you need and which stores belong to each.
- A campaign to target — see [Add a campaign to play on a digital signage display](https://personalisationhub.com/support-centre/launching-campaigns/add-a-campaign-to-play-on-a-digital-signage-display/).

## Fixed and variable segments

| Type | Who can assign it to a store | Typical use |
| --- | --- | --- |
| **Fixed Store Segments** | HQ Admin only; not visible in Retail Admin | Permanent groupings: Airport, Metro, Regional |
| **Variable Store Segments** | HQ Admin, and store managers in Retail Admin | Conditions the store knows first: Cold Day, Hot Day, IPHONE 17 - Out of Stock |

## Define the segments

1. In the left navigation, select **Company Settings**.
2. In the sub-navigation, expand **Retail Settings** and select **Store Segments**.
3. Under **Variable Store Segments**, select **Add New Variable Store Segment**, or under **Fixed Store Segments** select **Add New Fixed Store Segment**.
4. Enter the segment name and confirm.

## Assign segments to stores (HQ Admin)

1. In the left navigation, select **Stores / Branches**.
2. Select the store name. The **Store Details** tab opens.
3. In **Store Segments**, choose the variable segments that apply.
4. In **Fixed Store Segments**, choose the fixed segments that apply.
5. Select **Save Changes**.

Store managers can set a store's variable segments themselves in Retail Admin under **Store Info → Store Segments** — see [Update your store's segments (Retail Admin)](https://personalisationhub.com/support-centre/stores-and-retail-data/update-your-stores-segments-retail-admin/).

## Target the campaign at a segment

1. In the left navigation, select **Campaigns**, then select the campaign name.
2. Select the **Targeting** tab.
3. Select **Add New "AND" Condition**.
4. In the first select, choose **Store / Location Data**.
5. In the second select, choose **Variable Store Segments** or **Fixed Store Segments**. Choose **Store Segments (Consolidated)** to match a segment of either type.
6. In the third select, choose the operator, for example **includes selected**. Use **excludes selected** to keep a campaign out of a segment, such as stores where the product is out of stock.
7. In the fourth select, choose the segment or segments.
8. Select **Save Changes**.

## Verify it worked

On the **Stores / Branches** list, each store shows its segments in the **Store Segments** and **Fixed Store Segments** columns. Once the campaign is activated, it plays on the displays of every store that carries the segment and nowhere else. When a store gains the segment, the campaign starts there within its rotation.

## Troubleshooting

### The campaign does not play in a store that has the segment

**Cause.** The rule uses the other segment type, or the campaign is not activated.

**Fix.** Check whether the segment is fixed or variable and match the rule to it, or use **Store Segments (Consolidated)**. Then confirm the activation toggle is on.

## Next step

[Target campaigns at specific displays with display tags](https://personalisationhub.com/support-centre/launching-campaigns/target-campaigns-at-specific-displays-with-display-tags/)

## Related

- [Target a campaign](https://personalisationhub.com/support-centre/launching-campaigns/target-a-campaign/)
- [Update your store's segments (Retail Admin)](https://personalisationhub.com/support-centre/stores-and-retail-data/update-your-stores-segments-retail-admin/)
- [How store data works in Personalisation Hub](https://personalisationhub.com/support-centre/stores-and-retail-data/how-store-data-works-in-personalisation-hub/)