Online retailers boost sales through IP geotargeting

Directions Magazine: It's not enough anymore to just have a good supporting Web site to capture additional retail sales. The Web experience for individuals not only needs to be customized for the retailer's "frequent buyers" with regard to their buying preferences, but can now be specifically targeted based on their location as well. Ace Hardware is using Internet Protocol (IP) geotargeting technology to immediately recognize its Web traffic to create a nearly hyper-local experience for its Web visitors. The experience not only increases sales but also draws customers into the physical retail store by automatically showing them the closest store, without the need to type in an address.

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