Established in 1976, LAMPS PLUS is the largest specialty lighting chain in the nation with more than 40 retail stores in the western United States and more than 5 million customers a year. Like most brick-and-mortar stores, we rely on traditional marketing and promotional initiatives to drive sales into our physical stores. Initially we decided to launch an online division as an information portal site to support other sales channels. However, we quickly recognized the potential of the Internet as an additional sales channel and began to ramp up the division.
Our store locations are based primarily in the western region of the U.S. It didn't take long to realize that the Internet could extend our products beyond our stores' geographical restrictions. With that in mind, we began an aggressive online advertising campaign.
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