Geolocation Proving to Be a Difference Maker for Carter's, Sleepy's

Sleepy's is targeting product offerings according to the market in which the visitor lives. For example, a shopper in Alaska who searches for "firm mattresses" will only receive a small percentage of the results that a shopper in New York who uses the same search terms would.

We're identifying a visitor's ZIP code via their IP address, and we've mapped every ZIP code in the country to the distribution center it's closest to, said Valeiko. (Sleepy's has seven distribution centers across the country.) This information then enables Sleepy's to only display inventory that's available in that area.