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As more and more human activity moves online, it is easy to think that geography no longer matters - surely the internet is without borders? Whilst in some cases this is true, more often than not online activity spills over into the real world. This is especially true for online retail, where purchased goods have to be delivered to someone, somewhere. Knowing someone's real world whereabouts does not just help with deliveries, there are many other benefits for both the customer and retailer. This paper examines these from the point of view of a fictional retailer.
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