Urban Outfitters adds mobile commerce

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As retailers are faced with a challenging recession, they are looking to digital to get in front of consumers on the mobile device, where they can extend the brand reach and collect new data. Clothing retailer Urban Outfitters is taking its mobile efforts to the next level, moving from text to mobile commerce. The retailer has teamed up with mobile services firm Acuity Mobile Acuity to expand its mobile efforts to include an m-commerce site.

The new Urban Outfitters mobile presence will include a mobile WAP site with commerce capabilities, as well as an SMS marketing program. The idea is to extend the brand experience from the Web and in-stores to the mobile device. The Philadelphia-based brand, which has stores across the country, is targeting teens and young adults who are looking for urban fashion.

Prior to working with Acuity Mobile, Urban Outfitters' mobile efforts only extended to text campaigns. This new move will integrate the stores e-commerce site with the mobile phone connecting back end data. On the new site, Urban Outfitters will measure data, which will then be tied into future marketing efforts.

Urban Outfitters joins Sears and Ralph Lauren among retailers who have also launched mobile stores in the past year.

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