No Michigan Sales Tax

Personalization works—


When I see a message like screenshot above (pointed by blue arrow) the thought that crosses my mind is, “Michigan residents don’t have to pay sales tax.  I’m a Michigan resident.  Awesome.”

Turns out, this kind of location based targeting is pretty simple.  Just add a piece of free javascript code ( to your site and then the code will know the visitor’s state by looking up their IP address.

Social Sharing

On when you get to cart page they have a clever design element that shows a partial 5% off coupon code—


On click we see this popup—


The idea is pretty simple, shoppers who are incentivized by the discount can access it by letting their Twitter or Facebook friends know about the order.

Idea described above is a plug and play widget by, so you can implement it on your site too.

Illinois Residents Pay No Sales Tax

This is a great example of personalization.  The first thing I noticed on was that I wouldn’t have to pay sales tax with the purchase.  Observe bottom right corner of screenshot–


Anyone visiting the site (barring Florida, which is where is based) will see the same message with Illinois replaced by their state name.  This is what Michiganders see–


Another retailer that uses geo-location cleverly is  Observe red box below–


Here is how Crutchfield uses geo-location (observe blue arrows below)–


And finally, this is what does– is based out of New York. I live in Michigan. When I visit their homepage this is the welcome message that greets me: