Urban Outfitters currently has 3.2 million followers on Wanelo , has 21.8 thousand products available for purchase through Wanelo, and is trending. Urban Outfitters has integrated Wanelo into their website and their mobile app for the most cross-screening possible. Through Wanelo users can then collect, post and shop products straight from Urban Outfitters’ website and mobile sites and applications. Urban Outfitters is claiming to have the most products on Wanelo today. Urban Outfitters sees 540 Wanelo saves per product. This is more than ten average engagements that a product sees on Pinterest. Urban Outfitters’ approach is to utilize as many additional opportunities available for marketers outside of the main social media channels.
“As consumers are moving online, they are faced with an explosion of choices,” said Deena Varshavskaya, CEO and founder of Wanelo. “What this means for retailers is that, in order to succeed, they need to not only be online, but also be where consumers are now making buying decisions.”
Not only is Urban Outfitters going to where people are making their purchases, they are also sharing behind the scenes looks into their company via newer social media channels like Periscope. Periscope, a live streaming app owned by Twitter, was recently launched in early 2015. Urban Outfitters again was one of the earliest adopters of a new social media channel and began marketing efforts through a new medium. Urban Outfitters’ UOLive campaign is where sponsored musicians and bands perform live, sometimes even at Urban Outfitter locations. Urban Outfitters streamed live performances, like of Jamie XX, on Periscope to give customers and followers an insider look. This new organic way of marketing gives followers a reassurance of the brand they are purchasing. Now whenever a customer goes to the Urban Outfitters website or searches Urban Outfitter products on Wanelo they can be redirected to each site. After checking out live performances by sponsored artists, followers can search the clothes they were wearing on Wanelo and share, comment, or save them to their wish lists. If they do so through the Urban Outfitter app, they will be redirected to Wanelo if they want to save the item or comment on it. The customer can now experience the entire Urban Outfitter brand completely online and live.