How location-based marketing is driving footfall at Marks & Spencer

This event report looks at how UK retailer Marks & Spencer is using location-based marketing to boost footfall and sales at its stores.

Attribution remains an issue for marketers across platforms and channels but with footfall they can see tangible and attributable results, according to Rob Weston, brand and marketing director at UK retailer Marks & Spencer. And mobile, with its associated location-based marketing possibilities, is playing a crucial role in helping M&S change people's actual behaviour, he told the MMA London Forum (June 2017).

The importance of mobile across the customer journey should be evident to everyone by now, he observed: 90% of Facebook's traffic is mobile, as are 60% of Google searches and 70% of Amazon's sales. And yet, the time...

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