Urban Outfitters Tries Pinging Your Phone in the Fitting Room

Can beacons boost sales and cool factor?

Once the hip place for college kids to load up on ironic T-shirts and random tchotchkes, Urban Outfitters is now trying to get some of its coolness back through mobile marketing.

The retailer is loading up 15 stores in Philadelphia, Boston, New York, Atlanta, New Jersey and Delaware with beacons—small devices that marketers place around stores that ping messages at shoppers who have downloaded the retailer's app.

Unlike most retailers that favor iPhone apps versus Android ones, Urban Outfitters is rolling out the technology first to Google-powered phones since more of its consumers use the devices.

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