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Express Focus on Mobile Grows

 An Express executive at eTail West 2015 discussed the significant impact on mcommerce the brand’s geo-bidding efforts had when used to ramp up awareness of new stores or holiday sales, and revealed the clothing retailer’s relevant cross-partnerships also snagged a wider audience of potential consumers. During the “In-Store Panel Discussion: The Digitization Of In-Store To Maximize Revenues” session, the executive discussed the clothing retailer’s growing focus on mobile, due to its younger target demographic’s browsing and shopping habits. The brand also looked at geo-bidding to raise awareness of the new Express outlet factory stores, a tactic which saw success and prompted the company to roll out similar features for holiday sales.

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