Centra: unlocking personalization at scale for fashion brands
Run one flagship, serve every market: Centra lets fashion brands localize every detail from one catalog, without cloning stores or code.
Ecommerce personalization at scale is one of the toughest challenges fashion brands face. Shoppers expect more than a one-size-fits-all experience—but delivering that level of tailored engagement across channels is easier said than done.
The truth is, it’s only possible with the right platform.
Centra Markets: personalized ecommerce without the overhead
Centra Markets is an out-of-the-box feature of the Centra platform that sits on top of a single product catalog and turns it into as many tailored storefronts as you need—country, region or customer segment—without spawning a forest of sites to maintain.
It decides—instantly and per visit—which products are exposed to which country, region, or customer segment, drawing on geo-IP data or customer tags (VIP, staff, wholesale). Because these visibility rules live in the catalog, you never clone or re-enter data when you launch a new market.
And that’s just the beginning. Centra adds layers of localization on top of each Market:
- Price lists control pricing by currency, region, and customer segment.
- Shipping profiles define the carrier options, delivery speed, and pricing.
- Tax rules can be configured down to the postcode level.
- Campaigns and vouchers govern segment or market specific discounts.
Each Market can also support multiple languages, allowing shoppers to browse in their native language. Even size charts can be localized by country.
How personalization works in Centra
Let’s break it down.
1. Product visibility rules
Every SKU inherits a visibility matrix. You decide which Market(s) can see it: EU, UK, VIP, Staff, etc. The rules live in the catalogue, so there’s no copying or re-publishing.
2. Real-time context
- Geo-IP – Centra detects the shopper’s location/language and auto-maps them to the right Market.
- Login state & tags – loyalty tier, employee tag—all steer which Market a shopper drops into.
Shoppers can also switch Markets manually (e.g. currency selector), and Centra remembers the preference.
3. Localized overlays
Once a shopper is in a Market, Centra layers on the applicable:
- Price list
- Discounts
- Shipping options
- Tax rules
- Translations
- Size charts
A single Centra Market—like “EU”—can support multiple currencies, tax setups, shipping profiles, and translations. You simply connect the overlays you need, mix and match as required, and Centra ensures every shopper sees the right combination automatically. Factors like distribution, seasonality, or product strategy can also be built into Markets to ensure that certain customer segments only see the products you want them to. For example, a VIP store might feature early access to a seasonal sale for loyalty program members.
All configurations are managed centrally within the Centra backend, letting you fine-tune what each Market sees. So no duplicated storefronts, no extra code, and no added overhead.
How Maya Delorez built a global digital flagship on one Market in Centra
Maya Delorez, one of the world's most innovative equestrian brands, delivers personalized shopping experiences to its customers around the world.
The team uses Centra Markets to showcase the same products to all countries, but have adapted language, currency, and pricing with localization rules to serve customers, wherever they are. Behind the scenes, the team manages it all from one place—extending reach, eliminating complexity, and accelerating their growth without compromising brand creativity or consistency.
Scaling customer-centric ecommerce, globally
Personalization at scale doesn’t have to be out of reach. With Centra, fashion brands can expand globally, personalize experiences for all markets, and keep the customer at the heart of every interaction—all without adding overhead or operational burden.
Ready to see how it works?
