Press releases

Microsoft Experimented Multilocal Advertising With Fnac Darty Group And ARMIS



Paris, February 12, 2018 – Fnac Darty Group is a European leader in the retail of entertainment and leisure products, consumer electronics and household appliances with 703 shops across 11 countries.

ARMIS, which enables physical retailers to use local advertising at scale, has recently been integrated by Fnac Darty Group. Microsoft was therefore able to leverage the power of Multilocal Advertising to amplify its promotional campaign for the Microsoft Surface color suite.

Boost sales and detect user preferences

Microsoft is rolling-out its new Surface suite with a range of new colors (burgundy, platinum, cobalt blue) and launched a two-step omnichannel promotional campaign: first, a traditional communication campaign, second, ARMIS technology is activated.

Microsoft had two goals: boost sales of its new laptops but also identify consumer preferences for the new colors.

ARMIS leveraged its Multilocal Advertising AI to optimize ads around each and every shopcross-channels (Google, Facebook, Display via AppNexus) and cross-devices (Desktop, Mobile, Tablet). The ads’ landing pages are “digital shop windows”: mini websites for each Fnac or Darty stores automatically generated by ARMIS featuring only Microsoft Surface products.

Surgical targeting resulting in a sales uplift of 22 %


This plan not only accelerated sales but also reached a large audience :

+22 % sales uplift compared to the first promotion time (without ARMIS).

Local mass communication around targeted stores with nearly 400 000 consumers reached

Insights: preferences on the new colors, sales peak, devices most-used for each store, et

“We are continuously seeking for innovative digital tools that can add value to our stores and strengthen the proximity link with our customers. Moreover, ARMIS technology fits perfectly with an omni-channel logic. This is our first campaign integrating Multilocal Advertising technology and its results are very promising”says Arnauld de Saint Pastou, Director of Advertising & Trade Marketing at Fnac Darty Group.

“We are very pleased with this operation led by Fnac Darty and ARMIS. It enabled us to carry out a surgical mass communication campaign with deep learnings on how consumers regard the new color range of Microsoft Surface products” explains Gregory Olivier, Retail Marketing Director at Microsoft France.

“This is our first campaign in non-food retail, in collaboration with a retailer’s advertising sales house, furthermore with iconic brands. Besides the success of this campaign, it’s also a good use case of the synergies between large corporations and startups” says David Baranes and Dan Gomplewicz, ARMIS co-founders.


This use case is available on our website: click here


About Microsoft : Microsoft is the leading platform and productivity company for the mobile-first, cloud-first world, and its mission is to empower every person and every organization on the planet to achieve more. At the heart of French digital ecosystem for more than 30 years, Microsoft France, chaired by Carlo Purassanta since September 2017, has more than 1 600 co-workers at its Issy-Les-Moulineaux campus, under the sign of openness, creativity and collaboration. With a network of more than 10 500 business, technology, public sector, researchers or startups, responsible actors, Microsoft France is committed to equal opportunities and digital education alongside associations throughout the territory.

About Fnac Darty : 
Operating in eleven countries, Fnac Darty is a European leader in the retail of entertainment and leisure products, consumer electronics and household appliances. At the end of September 2017, the group had a multi-format network of 703 stores, including 482 in France, and is ranked France’s second most visited e-commerce site (more than 13.6 million unique visitors per month) with its two retail websites: and A standard-settingomni-channel retailer, Fnac Darty posted pro-forma revenues of €7.4 billion in 2016.

About ARMIS : 
Founded in 2016, ARMIS enables physical retailers to use local advertising at scale with an AI-powered platform called “Multilocal Advertising”. The platform allows shops to grow in-store traffic leveraging digital media and therefore compete efficiently with the web’s pure-players like Amazon while leveraging their most powerful assets: their brands and their physical stores. ARMIS technology combines geolocalisation, programmatic buying, and machine learning.  Based in Paris, ARMIS is born from the mix of expertise inadtechand retail from David Baranes, ex Vice-President Market Development at AppNexus, the world’s largest independent advertising technology company, and Dan Gomplewicz, ex Director of Strategy & Innovation at E.Leclerc.


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Alexandre Coste – – 06 72 71 97 98