Location-Based Merchandising Without GPS

This simple fact of internet technology means any online store has the potential to market and merchandise relative to location. But does it make sense to do this, and what geo-targeting strategies should you use?

The short answers are yes and whatever strategy works. I've seen strongly positive results from location-based or geo-targeted marketing in four areas: conversion rates, average order values, customer acquisition and customer experience. Consider this example: A specialty retailer located on the East Coast achieved a substantial increase in revenue from Western states simply by adding a message to its homepage that read: “Seattle's best source for over 100 brands of X,” where X was the retailer's specialty and Seattle was the location of the site visitor.