Geolocation and eCommerce


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This Wall Street Journal article talks about how geolocation data can aid online commerce. I find it interesting because Kynetx takes this data and layers other services on top of it and then makes the whole thing incredibly easy to integrate with any Web site.

This story about ACE Hardware is exactly what Kynetx does today:

Consider Ace Hardware, a cooperative of more than 4,600 dealer-owned hardware stores that overhauled its Web site in February 2007. Using geolocation software from Digital Element, a unit of Norcross, Va.-based Digital Envoy Inc., Ace now gives Web-site visitors a list of stores within a 30-mile radius of their location. A click takes visitors to a page showing the stores plotted on a Google map, and from there, they can drill down to the various stores' Web sites for information such as hours of operation and driving directions.

Dana Kevish, Ace's e-commerce marketing manager, says geolocation is important to Ace because some 75% of online sales go through local stores -- where Ace will ship products free -- and 30% of customers who pick up an online order make an additional purchase in the store. Having geolocation capabilities "helped us create a connection between the consumers and the local store," she says.

Ace plans to expand its use of the technology this winter by directing Web visitors to one of five or six different home pages, depending on their location. People in cold climates will see a home page featuring snowblowers, for example, while Floridians might see patio furniture.

From We Know Where You Are - WSJ.com
Referenced Mon Sep 29 2008 10:11:53 GMT-0600 (MDT)