Location-Based Merchandising Without GPS

Think about a consumer surfing your online store from a location that's much closer to one of your competitor's physical stores than to one of your own. An added incentive display to this consumer could close the sale — perhaps a “this visit only” discount or a good deal on shipping.

If it works, this strategy wins you more than a sale: it lands you a new customer while stealing market share from the competition. And speaking of shipping, think about the money you could save by adjusting shipping offers relative to customer location (e.g., faster shipping at lower cost to customers near your warehouses).