Teenagers are a tricky bunch for marketers. While many have the desirable disposable income that retailers target, they can be difficult to market to because they don’t like giving out their data. Urban Outfitters, teenage hipster retailer heaven, is integrating marketing and social media with a new rewards system to revamp their Urban On app, thereby killing two birds with one stone.
The social networking app allows users to upload photos of themselves in Urban merchandise and syncs with their social networks. Now, every time a user mentions the company on Twitter or Instagram, they are awarded points and these reward points provide exclusive perks such as advanced warning of sales, early access to merchandise as well as concert tickets.
The intention is for the app to provide the company data about its customers while also giving them something in return. Senior Marketing Manager Moira Gregonis tells Bloomsburg Businessweek:
I don’t think anyone really likes to be marketed to, and as a brand, we don’t want to be pushy.
The app is a subtle means for Urban Outfitters to engage with consumers on the social media level while also gleaning information about them through their Tweets and photos and upping sales. Urban On shows the growth of initiatives seeking to convert fan engagement into actual purchases.