Urban Outfitters tapped Appboy and PlaceIQ to drive results for its mobile marketing campaign that leverage push notifications to target interested women with nightlife attire. The campaign not only saw a 75 percent increase in conversions but a 146 percent increase in revenue per customer.

“One of the base premises of Appboy is that you can have better relationships with your customers if you have better conversations with them,” said Bill Magnuson, CEO and cofounder of Appboy. “One-size-fits-all approaches don’t work when you’re trying to enrich relationships.”

Outsourcing success
A highly targeted audience helped Urban’s success with its nightlife campaign. The campaign tapped location data to determine consumer interest beyond just their habits within the application.

The data determined which consumers enjoyed nightlife locations such as bars and clubs. Urban sent messages to these consumers, with content to appeal to them as individuals.

Urban Outfitters’ messaging focused on advertising dresses suited for a night out, to appeal to these users. The notifications included emojis to make its messaging more fun and eye catching.

The push notifications immediately sent users to the correct page within the app to increase conversions and avoid drop offs.

Two audiences were tested for the campaign. One audience built of the highly targeted users from location data and another just on women who had previously expressed interested in dresses.

Urban campaigns
Urban Outfitters also recently partnered with Adidas to drive sales of their new collaboration through an email campaign that combines links to purchase with street-style images.

Email subscribers of Urban Outfitters received newsletters regarding its collaboration with the athletic brand while the retailer is tapping into popular social influencers to help shape the campaign into a culturally relevant push. The emails brought users to a mobilized lookbook with social media integration in which you can shop the look (see more).

Urban Outfitters also rolled out UOTV, a vertical video channel accessible through its mobile site, showcasing its dedication to reaching millennial shoppers on their most frequented platforms.

UOTV is the first branded channel on a new vertical video platform, called Tilt, that is powered by visual commerce and marketing platform Curalate. It is designed to make use of smartphones’ unique vertical aspect ratio to encourage mobile viewing (see more).

“If someone interrupts your day to send a marketing message, it needs to deliver value. An impersonal push notification is like a telemarketer calling during dinner,” Mr. Magnuson said. “No one likes it.

“With the Appboy/PlaceIQ integration, our clients gain access to a detailed understanding of locations and customer activity to avoid these marketing faux pas—making the outreach more connected to the customer and giving the brand more respect,” he said.