thanks Egol, I appreciate its not exactly a new idea, bu the trouble for this particular company is that the product they sell is very competitive to rank for without hanging off something, and it is all unbranded, so location seems the obvious hook.
The pages are similar, but they do also offer a unique set of products (randomly in reality) for that area.
If it will give a bit of traffic in the short term that is good news, and hopefully the business can then naturally grow in popularity through customers.