Case Study: Targeted Testing, Personalization Yield Increased Online Revenues for 
Urban Outfitters
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Joe Keenan
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"We have enough information now about our customers to be able to, without becoming one-to-one personalization, know that they're a men's shopper or a women's shopper or a women's bohemian feminine shopper," says Devine.
In addition to personalization around merchandising, Urban Outfitters can personalize the shopping experience based on a visitor's location. By tracking the IP addresses of its site visitors, Urban Outfitters can map in the locations of its nearest retail stores to a visitor as well as its closest distribution center so he/she will know what shipping zone they're in if they choose to shop online and want to know how much they'll be paying for shipping.
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Joe Keenan
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Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.
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