Case Study: Targeted Testing, Personalization Yield Increased Online Revenues for 
Urban Outfitters

"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.