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The primary tool available for in-store shoppers of Urban Outfitters is the brand’s mobile application – with functionality centered around the shopping and eCommerce experience. For the most part, the application mirror’s the brand’s website functionality – however – there are a few distinct features that make the mobile application a useful tool for in-store shoppers. Like their sister-company Anthropologie, the Urban Outfitters, the app has a fairly sophisticated barcode scanner that allows shoppers to scan an item and quickly access the product page within the app to find pricing, inventory information and reviews. Additionally, it was quite seamless to look up nearby store inventory for items out of stock. The scanning feature solves the most sought after feature that most in-store shoppers seek. The app is sleek and easy to navigate, utilizing polished photography and including features like in-app music and playlists. The app also is a stand-out among its competitors because it allows users to identify themselves while they’re in a store to access rewards and get access to in-store sales and special events. Overall, Urban Outfitters is a leader in their category but shy from being a true innovator across the board.