How Rue21 Uses Predictive Analytics to Make Buying Decisions

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How Rue21 Uses Predictive Analytics to Make Buying Decisions


Rue21 is using consumer-driven predictive analytics to make design and buying decisions on categories including apparel, footwear and accessories.

The fast fashion retailer has partnered with First Insight, a technology company that uses online social engagement tools to gather real-time preference, pricing and sentiment data on potential product offerings. The information is filtered through First Insight’s predictive analytic models to determine which products present the greatest opportunity. The solution is enabling rue21 to evaluate a greater number of products and reflect direct consumer input in their buying decisions. 

“Rue21 is re-energizing the brand, and that starts with having the right product at the right price,” said Michael Appel, CEO of rue21. “First Insight is helping us ensure we have differentiated products that our customers will value. We are already seeing results through eliminating under-performing products early in the selection process, while re-investing our inventory dollars into higher performers.”

“First Insight is enabling us to test a wide range of possible new products within 24 to 48 hours.  This capability enables us to drive speed to market with the right items, which is critical for a fast fashion retailer,” said Karen Pinney, chief merchandising officer. “When compared to in-store testing, First Insight is faster, more accurate and less costly because we avoid buying unproductive store test inventory.”