Channels -> Distribution
Published: December 2009
Things-4-You is a fictional organisation that exemplifies the type of retailer that can benefit from IP geolocation. It has a UK-wide branch infrastructure and has expanded into Europe and North America. It also has a thriving online business, but, before using IP geolocation, the rate at which online visitors were turned to buying customers was unimpressive. This report uses the story of Things-4-You to demonstrate the potential of IP geolocation for any online retailer, but especially one that also has bricks and mortar stores.
For potential online customers, competitors are only a click away. Personalising their visit will keep them more engaged, whilst providing the opportunity to find out more about their requirements and turn them into a revenue-generating customer. As the story of Things-4-You shows, geolocation helps achieve this with the additional benefits of providing a link between online customers and real world stores while gathering geo-intelligence to drive marketing and advertising campaigns across all retail channels.
Disclaimer: Things-4-You is an entirely fictional company, as are its relationships with other organisations mentioned in the report, be they real or imaginary.
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Published by: IT Analysis Communications Ltd.
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