House of Fraser will use real-time, location-based services to send customers personalized texts.

The UK department store chain House of Fraser has teamed up with mobile and communications company O2 to provide free wi-fi in 11 locations including its flagship store on London's Oxford Street, as part of a targeted mobile campaign this Christmas. All customers will be able to use the wi-fi once they've registered in-store, but other aspects of the campaign will be targeted at O2's 22 million UK customers.

The marketing campaign will include using O2's real-time location-based services to send personalized text messages to customers within half a mile of the 11 selected stores, directing them to House of Fraser by offering a range of promotions. This targeted mobile campaign has been designed to boost footfall, brand awareness, loyalty and sales.

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