Urban Outfitters Shares Top Ranking of Omnichannel Retailers
The article below is an excerpt from Total Retail’s inaugural Top 100 Omnichannel Retailers report. Urban Outfitters tied with DSW, UGG, and Zumiez for the No. 1 ranking on the list.
Tied for the No. 1 spot in our Top 100 ranking is millennial and Gen Z favorite Urban Outfitters. The apparel retailer received the maximum score of 100 points across the seven criteria — buy online, pick up in-store; search in-store products online; shared cart; loyalty points earned/redeemed across channels; return products across channels; three or more channels available for customer service; and pricing consistency across channels.
Philadelphia-based Urban Outfitters interacts with its customers through multiple channels, including its e-commerce site, mobile site and app, 240 brick-and-mortar locations throughout the United States, social media, email, among others. In the last year, Urban Outfitters has invested in omnichannel initiatives such as buy online, pick up in-store as well as ship from store.
“In order to drive additional direct and omnichannel sales, we will continue to make investments in technology, marketing and new infrastructure,” Richard Hayne, CEO of Urban Outfitters, Inc., said in a fourth quarter earnings call. “We’re improving our functionality around checkout, payments, search, inventory visibility and speed on all of our brands’ web platforms.”
Urban Outfitters goal is to offer its customers experiences rather than just a trip to the store. Over the last few years, the company has focused on incorporating more homeware, beauty and music into its product assortment, helping to reach its Gen Z customers. Furthermore, the strategy has helped Urban Outfitters create more of a lifestyle brand and be less dependent on apparel.
To see the full list and other company profiles, you can download the report here.