Proximity is everything in attracting customers
If you re touting a product on the Internet, you might want to pay as much attention to your target consumers' ZIP code as their online activity.
Proximity to certain physical stores and word-of-mouth referrals from within a community heavily influence how people make their purchases, according to research from the Wharton School of the University of Pennsylvania.
'The more you can learn about someone s physical circumstances, either at the individual or neighborhood level, the better it could be for your business, ' said David R. Bell, a marketing professor at Wharton and co-author of the research.
The researchers used sales data from large Internet retailers to study how closely customers live to one another. They found that consumers still rely just as heavily on traditional methods of marketing, such as magazine advertising and references from nearby friends and neighbors, compared with Internet-enabled techniques like blogs and keyword searches.
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