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For millennial-focused retail brands, simply having a mobile strategy isn’t enough. Innovation is expected, as these brands go beyond the basics to attract the attention of a digitally-enabled demographic. Urban Outfitters is no exception. The Philadelphia-based lifestyle retailer began using its customers’ real world behavior to support the smarter delivery of messaging within its mobile app last year — leading to a 75% increase in customer conversions as a result.

To power the new mobile initiative, Urban Outfitters worked closely with location intelligence firm PlaceIQ and Appboy, a lifecycle engagement platform. Those two companies have since joined forces in a new partnership announced today, with plans to use location data and mobile messaging to produce similar results for other major brands.

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Source: Street Fight