Problem How can Nordstrom Rack flip competitor customers to drive business into a new store location? Solution By geofencing near competing stores with digital bill- boards set to post messages when a high volume of target consumers were close. Background In March 2017, Nordstrom Rack opened a new store location at The Shoppes in Lancaster, PA. In an effort to drive traffic to the new store location and generate immediate sales success, Nordstrom retained Lamar Advertising who, along with partners, designed and executed a Digital Out of Home campaign leveraging geofencing technology and real-time location data to attract attention of a specific target consumer set patronizing competitive stores in the neighboring area and to drive visits to the new store. Objective The prima

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