Urban Outfitters spent 2017 investing in a personalization strategy to expand its strong foundation of attribute-based recommendations. The brand now targets specific shopper profiles and has fine-tuned its mobile notifications, basing the cadence of push messages on a customer’s specific engagement with the brand. The retailer boosted its conversion rate, increased traffic to hundreds of physical storefronts and streamlined online and in-app purchases for a high-touch, wholly effective personalization strategy. We love seeing a brand deliver on its promise to investors that personalization and customer experience are focus areas.