Fourth-quarter sales at Urban Outfitters fell 7%, prompting company officials to find a way to spark sales growth and increase customer engagement.
Along with the drop in sales, Urban Outfitters temporarily closed stores after the pandemic began. Although sales decreased, the number of digital customers grew by 50%.
Last month Urban Outfitters began testing a membership, or premium, loyalty program.
Company officials plan to run the UP membership loyalty program for six to....