How IP Geolocation Can Improve Price Optimization Strategies
Since its inception, e-commerce has been increasingly significant to brands and businesses, year after year. Business success relies on understanding customers, though, and this data is even more important through online channels, allowing optimal engagement with potential and returning customers. Price optimization, in particular, requires hard data to build an approach on; uninformed pricing compromises profits and, potentially, customer trust. IP geolocation - mapping the IP address of an internet-connected device to its geographic location - is a crucial source of such data. When used smartly, IP geolocation can help you improve profits and enhance customer satisfaction with your business.
Meeting Pricing Legislations
Tax rates often vary between cities, states and nations, and failing to heed this can cut into price margins when you have to make up the difference. However, IP geolocation can be implemented to recognize who customers are buying from. Coupled this with dynamic pricing, it allows you to adjust regional prices in order to compensate for varying tax rates. It’s also smart to avoid overcharging in regions that have lower tax rates, as customers won’t be happy to find out about it.
In addition, if you sell to international markets, you may have to account for currency conversion rates and customs fees as well. Price optimization operating on IP geolocation works in very much the same way, reading the customer’s country from their IP and adjusting prices to accommodate.
Anticipating Customer Needs with Regional Deals
Personalized and targeted advertising based on location is one thing, but you can go a step further by anticipating what products a particular region wants the most, then offering discounts on that inventory for the IPs matching that region. For instance, a clothing retailer will often find that colder regions purchase more heavy garments, and light attire sells more to warmer climates. Alternatively, sales records could link high-selling items to regions where they’ve gained unexpected popularity. In this case, it may be wise to account for this by applying dynamic discounts to inventory where it sells best.
Facing Local Competition
With e-commerce, your competition in the market isn’t limited to other online stores. Physical retailers have an advantage in knowing their local customer base and being prepared to respond with price changes. Offering static prices across all regions means you could lose business to these local retailers. Dynamic prices that consider the competition in customers’ locales allow a competitive edge across wider geographic markets.
Smarter Clearance Sales
When you need to push excess, slow-moving inventory out the door, clearance sales can make it happen. The considerable losses in profits, however, can sting, even if it’s better than letting products go unsold. IP geolocation can provide information on where products are selling well and, conversely, where they aren’t. Then, by reading customers’ regions and adjusting prices accordingly, you can set up clearance discounts on a regional basis instead of across your entire market. This precision helps recover losses more effectively.
Altogether, combining IP geolocation API enhance your price optimization strategies by giving you additional data to use and the capacity to provide targeted responses to customers as they visit your site. This means more sales, and higher profit margins on those sales.