The latest application from Urban Outfitters uses rewards, badges, personalization and barcode-implemented IDs to engage shoppers. The app asks users to enter their Twitter user names upon download, making it easier to tweet for rewards points. "The challenges are intended to appeal in a broad-based way, but the way we react to what challenge they choose to engage in, and what we offer them, can be tailored," Urban Outfitters' Jim Davis said.

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