Lacking optimized site, Burlington Coat Factory goes mobile with locator

08/13/2012 |

Location is the key for Burlington Coat Factory's new mobile campaign. The retailer lacks a mobile-optimized website, so the back-to-school campaign -- which uses rich media, floating banner ads and static banners -- focuses on pointing consumers to the nearest outlet. "Just because a brand doesn't have a mobile-optimized site doesn't mean they cannot take part in mobile advertising," said Melissa Simson, account manager at Kargo, which worked with Burlington on the campaign.

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