Teen apparel retailer drives personalization

BY Deena M. Amato-McCoy

Rue21 is taking a new step in its customer-centric business strategy.

The teen apparel retailer is using Manthan’s cloud-based solutions to manage its customer-centric marketing and merchandising operations. By delivering more personalized offerings, Rue21 can stay relevant among its customers.

Using advanced analytics will enable the company to more deeply understand customer segments, and personalize marketing communications that drive engagement and loyalty. In addition, the analytics solution will enable the company to make more data-driven decisions across core retail merchandising processes, like assortment, pricing, promotions, allocation, replenishment, ordering, fulfillment and store operations.

“The investment in Manthan’s analytics is another important move towards becoming a high-performance business,” said Dr. Mark Chrystal, chief analytics officer at Rue21. “Manthan’s modern cloud analytics platform, superior solution engineering, and strong experience in the retail and consumer domains played a key role in our decision.”

This is not Rue21’s first investment in advanced data analytics. In May, the company implemented a predictive analytics solution that uses customer sentiment to improve its design and buying decisions across its apparel, footwear and accessories categories. The technology also enables the retailer to better invest in merchandise that will differentiate its assortments.


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