TECHNOLOGY

Rue21 creates new tech roadmap to pursue consumer-centricity

BY Deena M. Amato-McCoy

A teen apparel retailer has a new plan when it comes to delivering a more consumer-centric shopping experience.

Through a partnership with Columbus Consulting International, rue21 delved into how to keep the consumer at the center of its operations, and prioritized initiatives around how to best serve its shoppers. The consultant outlined key milestones, including achieving real-time inventory visibility across all channels to enable buy online, pick-up in store services; gaining more consumer data and leveraging analytics to target assortment, and balancing inventory across the supply chain in order to respond to shifting consumer trends.

During the assessment, Columbus found that Rue21’s existing data was reliable, and many of its current systems were functionally sound. Furthermore, the retailer’s executive team members were in alignment when it came to their goals and priorities.

After evaluating Rue21’s current system capabilities, Columbus developed an IT roadmap that includes both foundational and analytical components, and the short-term and long-term benefits they would deliver to the business. Additionally, infrastructure, cloud and security strategies were considered. Finally, IT processes and organization were also examined to ensure an ongoing alignment between business and technology.

“I found Columbus’ outside opinion and knowledge essential to validating parts of our approach and contributing insight into the future vision,” said Mark Chrystal, chief analytics officer, rue21 “The unified commerce and data analytics projects we’re now focusing on will provide us with a customer-centric view of our business, allowing us to better serve our shoppers.”

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