rue21 Doubles Down on Customer Analytics

Tim Denman
Editor in Chief
a man wearing a suit and tie
rue21 is investing heavily in its analytics prowess.

rue21 is investing heavily in its analytics prowess, rolling out three new cloud-based solutions as it expands its mission of becoming a customer-centric business.

The retailer has selected Manthan, a leading provider of cloud analytics and artificial intelligence solutions, to help advance its analytic capabilities. The retailer will be rolling out Manthan’s Customer Data PlatformCustomer Analytics and Enterprise Retail Analytics solutions to inform the business and better connect with consumers.

“The investment in Manthan’s analytics is another important move towards becoming a high-performance business,” said Mark Chrystal, chief analytics officer, rue21. “We went through an extensive competitive RFP process to evaluate the right partner for analytics, before selecting Manthan. 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.”

Data-driven decisions and advanced analytics are key capabilities that will drive rue21’s ability to deeply understand customer segments, personalize marketing communications and drive engagement and loyalty. Manthan’s customer data platform and advanced customer analytics will power these marketing use cases and objectives.

 “We’re pleased to have rue21 join our wide base of retail and consumer clients who are focused on transforming their business with advanced analytics and AI,” said Sivakumar Hariharaiyer, SVP and head of Manthan Americas. “These are key capabilities businesses need to stay relevant in today’s digitally connected world.”

The retail analytics solution will optimize rue21’s business performance across core retail merchandising and operations areas like assortment, pricing, promotions, allocation, replenishment, ordering, fulfillment and store operations.

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