URBN UP
Membership Pilot

Year: 2021 - 2023

Role: Program Manager

Product: Software - Paid Loyalty Pilot

Description: Between 2021 and 2023 Urban Outfitters piloted a cross-brand paid loyalty program called URBN UP in select markets. The program was designed to provide opportunities for greater cross-brand exposure with the goals of attracting new customers, driving increased frequency, improving retention, and increasing overall sales compared to look-alike customers. To join the program customers pay an annual fee and gain access to benefits that can be redeemed across the URBN family of brands, including a members-only discount and free shipping.

“The goal here is really to test and learn and to understand the degree to which customers are intrigued by these offerings and then also be able to measure over time how customers respond and if their behavior changes based on becoming a member.”
— Dick Hayne, CEO of Urban Outfitters
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