rue21 Goes Live with Buy-Online Pickup In-Store

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rue21 Goes Live with Buy-Online Pickup In-Store


rue21 is expanding its omnichannel shopping experience by offering buy-online-pickup-in-store (BOPIS) across its 700+ retail locations. Working with Mastek on the development and rollout, rue21 is increasing the convenience and flexibility for its shoppers with its mobile-first approach.

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, 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 collaboration involved the e-commerce team from rue21 and the digital commerce team from Mastek. The project began with the website design and implementation of the BOPIS program, including the selection of 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 robust technical design and custom solution met all the requirements provided by the rue21 e-commerce and store operations teams and includes real-time reporting and custom dashboards.

"The technical complexity that was delivered by Mastek involved significant customization of critical systems and was well-executed," said Carl Abel, senior director of applications, rue21. "The phased approach allows us to offer an exceptional customer experience that exposes the information our customers need at the time they need, regardless of channel."

Initial rollout of the technology began in January 2019 and, following a phased approach, will be available at all rue21 locations at the end of March 2019.