TECHNOLOGY

Rue21 follows BOPIS trend

BY Dan Berthiaume

Fast-fashion apparel retailer Rue 21 is freshening up its omnichannel style.

Rue21 is offering a buy-online-pickup-in-store (BOPIS) service at all of its 700-plus retail stores. The teen clothing retailer worked with digital commerce company Mastek to roll out its new omnichannel service with a “mobile-first” development approach optimized for mobile devices.

Using mobile or PC devices, Rue21 customers can check for the stock availability of any product in the nearest store, purchase the product online and pick up in store without any shipping charges.

“Our customers are young, mobile and know what they want–whether that is fashion or flexibility,” said Mark Chrystal, chief analytics officer at Rue21. “We developed this mobile-first offering with our customers in mind and they have loved the ease of buying and trying clothes across channels.”

The project began with the website design and implementation of the BOPIS program, including the selection of cloud commerce solutions vendor Kibo as the order management system (OMS) provider, as well as the integration of the website, OMS, customer service tools and the fulfillment provider using Oracle Commerce and MuleSoft. The technical design and custom solution includes real-time reporting and custom dashboards.

As part of its omnichannel development program, Rue21 also now offers enhanced online shopping, as well as an optimized in-store experience with personalized attention and real-time customer service. In December 2018, Rue21 initially announced its plans for BOPIS and upgraded order management. At that time, Rue21 cited Kibo’s out-of-the-box, cloud-based system that could help it compete with larger retailers using features such as advanced order routing that fulfills orders from the location that best suits its business needs and delivers optimal customer experience.

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