Urban Outfitters is doing a good tactical job reaching consumers and making the mobile-to-physical store connection, but a tougher task remains, according to Holly Devine, executive director of planning for the retailer. "I think the challenge we're still working with is how to provide more of that engagement and immersion factor because especially when you are looking at a tiny, tiny device, how do you inspire them and how do you create an engaging experience, and I don't think we've solved that yet," Devine said during a session at eTail East.

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