Marks & Spencer Uses Location-Based SMS Ads



Marks & Spencer Uses Location-Based SMS Ads
O2, the second largest carrier in the United Kingdom, is announcing that Marks & Spencer (700 stores in the UK) and House of Fraser (60 department stores in UK and Ireland) have started to utilize its location-based mobile marketing service “You Are Here”, powered by San Francisco-based Placecast.

Over 1.1 million O2 customers have opted in to the service to date, representing 5 percent of its 22 million mobile customers.

How it works?
When these opt-in shoppers are located in specific geo-fenced areas, they may receive text messages from brands. Placecast’s geo-fence technology, combined with consumer information such as age, gender, and interests, enables brands such as Marks & Spencer and House of Fraser to deliver relevant SMS and MMS to consumers.

O2 first launched its location services in the UK in October last year, with Starbucks and L’Oreal as the first brands on board.

Thursday, January 27th 2011


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