Urban Outfitters has adopted Qualtrics’ technology to optimise its global customer experience programme.

Qualtrics’ CustomerXM system is designed to help brands understand and optimise shopper sentiments and perceptions, combining what it calls ‘operational data’ and ‘experience data’ in one place.

Adopted for both Urban Outfitters’ digital channels and physical stores, it will be used to centralise customer data collected from the brand’s existing systems, including customer feedback and wider consumer insights.

Tracey Strober, global director of retail solutions at Urban Outfitters, said: “We partnered with Qualtrics to take our customer experience programmes to the next level by equipping our company leaders and store managers with insights they can act on.”

Ryan Smith, co-founder and chief executive of Qualtrics, added: “Experience management is how companies compete - and win - in the experience economy.

“By combining experience and operational data, Urban Outfitters will be able to take action on insights that will turn their customers into raving fans and continue building a powerful and lasting brand.”

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