In some embodiments, a computing system determines, based on stored user information retrieved from a mobile user device and associated with a particular user, a location-specific affinity of the particular user for a product at a particular geographical location. The location-specific affinity indicates an interest of the particular user in the product that increases when the particular user is positioned at the particular geographical location. The computing system designs a geo-fence targeted to the particular user based on the location-specific affinity, where messages are transmitted to the mobile user device if the particular user is within a boundary of the geo-fence. The geo-fence defines a geographical area that includes the particular geographical location and that is associated with a provider of the product. The computing system causes a telecommunication server to transmit the message to the user device when the user device is positioned within the designed geo-fence.