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Digital Element’s IP Intelligence Helps 4 Wheel Parts Steer Online Shoppers to Relevant Content and Local Retail Locations

ATLANTA – (March 2, 2009) – Digital Element, the leader in IP Intelligence solutions, today announced that 4 Wheel Parts, the largest distributor of 4×4 parts and accessories for trucks, Jeeps and SUVs, has selected the company’s IP Intelligence technology to deliver more relevant content to online shoppers and to create more cross-channel sales opportunities between the distributor’s retail stores, e-commerce site and free catalog. .

With a highly-trafficked e-commerce site and more than 60 retail locations nationwide, 4 Wheel Parts will leverage Digital Element’s technology to enhance the online shopping experience by tailoring content to its geographically dispersed online customers. For example, different parts of the country experience different degrees of seasons, so a customer from Minnesota may be more interested in a Jeep hard top compared to a customer from Southern California, who might be more apt to consider a Jeep soft top.  By geotargeting content based on a site visitor’s location, 4 Wheel Parts will be able to ensure shoppers are receiving relevant content and, ultimately, a more convenient shopping experience at its e-commerce site.

“Because we are focused on delivering unrivaled and praiseworthy customer experiences, improving the online channel for our customers is a top priority,” said Chris Casarez, Internet marketing specialist, 4 Wheel Parts.  “With Digital Element’s IP Intelligence technology, we can continue to serve a wide range of customers with differing needs, while ensuring they can quickly locate the parts and accessories they need with the same ease they’d experience in one of our retail locations.”

Digital Element’s industry-leading IP Intelligence allows clients to perfect audience segmentation and improve content targeting based on a comprehensive set of parameters that include geographic location (country, region, state, city and zip code), connection speed, Internet Service Provider (ISP), language, domain name, demographics, and more. 4 Wheel Parts will be leveraging Digital Element’s technology for a number of strategic online initiatives including:

  • Store Locator Enhancements – By detecting a site visitor’s location, 4 Wheel Parts can automatically feature retail locations in the visitor’s area.
  • Channel Synergy – As the only retailer in its class to offer in-store pick up for online orders, 4 Wheel Parts will give shoppers, in close proximity to one of its retail locations, the option of picking items up in-store to avoid shipping costs.
  • Content Customization – 4 Wheel Parts will show a different array of products to site visitors based on IP Intelligence data, creating a more personalized and convenient experience for online shoppers

“4 Wheel Parts’ 40-year track record of successful growth is due, in part, to its ability to adjust and adapt its strategy to meet the diverse needs of off-road enthusiasts across the country,” said Rob Friedman, executive vice president, Digital Element. “The leadership at 4 Wheel Parts understands the value of technology in creating a relevant and pleasurable online shopping experience. It also involves having a clear vision for purposely building a strategic relationship between the retail and online channels. The company’s foresight, in this respect, further illustrates how it is thinking about the customer experience from start to finish.”

About Digital Element

Founded in 1999, Digital Element is the industry pioneer of IP Intelligence, a non-invasive, privacy-sensitive technology that automatically uncovers geographic information, connection speed, domain name, ISP, language and other characteristics about online users based solely on their IP addresses. This knowledge enables online businesses to customize content for more accurate and profitable online interactions, making it ideal for targeted advertising, content localization, geographic rights management, local search and enhanced analytics. Digital Element’s patented IP Intelligence solution with its exceedingly accurate geolocation capabilities is used by industry-leading advertising networks, web publishers, search engines, social networks, e-tailers, and analytics platforms around the world to revolutionize the way people experience the Internet.

Digital Element is a business unit of Digital Envoy, part of Landmark Interactive, a Landmark Media Enterprises Company. For more information about Digital Element, visit

About 4 Wheel Parts

For over 40 years, 4 Wheel Parts has proudly served the needs of off-road and 4×4 enthusiasts, allowing the company to develop into the largest distributor of parts and accessories for trucks, Jeeps, and SUVs, with everything from tires, to wheels, to leveling kits, tonneau covers, and more.  For more information, visit

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