Many catalog mailers are cautiously dipping their toes into the pool of social media, trying to figure out how to translate these new communication channels into sales. But Urban Outfitters is diving in and embracing social media with impressive results. The trendy apparel company, which has three popular brands – Anthropologie, Free People, and Urban Outfitters – scrapped earlier plans to boost catalog circulation and instead is investing in “technology and people.” Despite flat-lining catalog mailings, the company’s direct sales recently jumped 20%, boosted by a 28% increase in website traffic. With numbers to back their success, Urban Outfitters is a great example of how a company can reduce reliance on catalogs by embracing social media as an important part of the marketing mix. To get the full scoop, check out this article.
