Microsoft plans to open five stores this month to get to its 100th North American location since getting into retail game a few years ago. The tech brand has dramatically grown its merchant presence, adding 50 shops in the last several months.
And the Redmond, Wash.-based company will lean on location-based mobile advertising to drive traffic into its new stores after diligently testing the strategy. In the last three months of 2013, its marketers set 10-mile geofences around 75 Microsoft stores and developed different sets of creative in order to contextually target consumers.
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