On the left, a map of New Zealand with Invercargill
Second (serious) fact: if you are interested by e-commerce, Internet, academic research, then familiarize yourself with GRAVITY. This is the key concept which organizes David's book
G... Geography - Where we live determine to a great extent our preferences and the way we use Internet
R...Resistance - Internet is used to remove search frictions (in big cities) or geographic frictions (smaller locations)
A...Adjacency - We are similar to our neighbors which induces geographic contagion
V...Vicinity - initial sales arise from proximity, later sales from similarity
I...Isolation - local sellers cater to the majority so the preference minority buys online
T...Topography - tax rates, delivery time, shopping environment is different in each place
Y... You - if you want to become rich then follow Warby Parker's example
David's main theory is to show that the way you shop online depends actually a lot of where you currently leave (the "real" world).
Third (fun) fact: if you are the kind of person who likes Trivial Pursuit or brainteasers, this book is a gold mine. Location is (still) everything will allow you to know why most American consumers of pornography get it from Canada and not from England; what is a TapouXT routine; where to shop for Vegemite (an awful paste adored by the UK and its ex-colonial Empire); and the very useful sheep-to-person ratio in Invercargill
Location is (still) everything makes for a fun and an instructive read, a combination that is rarely achieved in business oriented literature.
Author: David Bell
Publisher: Amazon Publishing