Fashion retailer Rue21 and Mastek to rollout BOPIS

06 Mar '19
2 min read
Pic: Rue21
Pic: Rue21

Rue21, a leading fast fashion apparel retailer, is expanding its omni-channel shopping experience by offering buy-online-pickup-in-store (BOPIS) across its 700+ retail locations. Working with Mastek on the development and rollout, Rue21 aims to increase the convenience and flexibility for its loyal customer base with this mobile-first approach.

Through BOPIS, 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. The project allows for enhanced online shopping, as well as optimised in-store experience with personalised attention and real-time customer service, said Rue21 in a press release. Initial rollout of BOPIS began in January 2019 and following a phased approach, will be available at all Rue21 locations at the end of March 2019.

“Our customers are young, mobile and know what they want—whether that is fashion or flexibility. We developed this mobile-first offering with our customers in mind and they have loved the ease of buying and trying clothes across channels,” stated Mark Chrystal, chief analytics officer at Rue21. “Mastek was a true partner and has helped us deliver this new offering with the speed and innovation we’ve come to trust in our work with them over the past five years.”

The collaboration involved the ecommerce 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 Rue21 ecommerce and store operations teams and has included real-time reporting and custom dashboards.

“The technical complexity that was delivered by Mastek involved significant customisation of critical systems and was well-executed,” said Carl Abel, senior director of applications at 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.”

“We welcome the opportunity to work with clients, such as Rue21, who lead the industry with innovative thinking and an unwavering focus on the customer experience. From strategy and design to delivery and measurement, this project exemplifies exceptional commerce,” said Mithun Shenoy, director of technology at Mastek. (PC)

Fibre2Fashion News Desk – India

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