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Teen clothing retailer Wet Seal's iRunway iPhone app takes personalized marketing to a new level. It lets customers scan product bar codes in Wet Seal stores and see all outfits that other customers have put together with that item.

IRunway links to Wet Seal's social media platform, where customers post outfits created with the retailer's clothing. Eighty-five percent of all items in a store have customer-generated outfits that are rated by their peers.

Wet Seal uses products customers scan to create personalized notifications and product offers for them.

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