Signs up for 'You Are Here' location-based messaging service.
M&S and House of Fraser are the latest brands to join the project, which is run by O2's marketing arm O2 More, and invites subscribers to receive text and picture messages when they enter an area near a store.
Over 1.1m O2 customers have opted in to date.
You Are Here is powered by San Francisco-based Placecast and is pitched at stores, restaurants, parks, entertainment venues, and other points of interest.
Once consumers opt in, they provide specifics about age, gender, and interests, and now, location. This info is used to tailor messages for the most effectiveness.
O2 first launched its location services in the UK in October last year, with Starbucks and L’Oreal as the first brands on board.
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