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How Urban Outfitters has used virtual and in-store appointments to engage customers during Covid-19

Image courtesy of Urban Outfitters

Urban Outfitters says it has seen strong customer engagement and sales at both its Anthropologie and BHLDN brands during the Covid-19 pandemic. The retailer has used virtual and in-store appointments and email consultations to engage with more than 25,000 customers since April 2020 while also following social distancing guidelines. It says that the volume of customer transactions has risen by 25% since virtual customer experiences were introduced. 

The brands found that those who booked virtual appointments were most likely to go on to buy, with 65% doing so. Those who booked in-store appointments went on to buy 40% of the time. Sales were higher among this virtual appointment channel than via any other sales channel during the pandemic.

Maddie Bender, brand styling manager for both Anthropologie and BHLDN, says the service, delivered via JRNI Appointments from experiential platform JRNI, enabled the retail brands to act quickly when the pandemic hit. Since April, they have used a combination of appointments, remote appointments and emails to serve customers over the course of the last year, using tools including triggered emails and messages to offer a personalised experience. 

She says: “My biggest test for JRNI was that there were no questions asked, just ideas to figure out how we can make this work during this crazy time. So that was really amazing. When we were able to open our doors using in-store appointments, it’s really great to see that everything can be managed in one space, even though the appointment channel is different.

John Federman, chief exeuctive of JRNI, says: “We are so excited about how JRNI has been able to help Urban Outfitters’ brands continue to provide the top-notch customer service and support they are known for, even throughout the coronavirus pandemic when so many businesses had to close.”

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