Fashion Retailer rue21 Worked with Mastek to Develop Buy-Online-Pickup-In-Store Offering for 700+ Stores

rue21 to Offer Enhanced Customer Experience with Buy-Online-Pickup-In-Store in All Locations

rue21, a leading fast fashion apparel retailer, 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 excited to increase the convenience and flexibility for its loyal base with this 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. 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 the 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 customization of critical systems and was well-executed,” states 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.”

According to the 2018 Internet Retailer report, rue21 joins just over 55% of retailers in the Top 500 with its BOPIS offering, despite significantly higher demand for expanded omnichannel options from consumers. The project allows for enhanced online shopping, as well as the optimized in-store experience with personalized attention and real-time customer service.

“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,” shared Mithun Shenoy, Director of Technology at Mastek.

Initial rollout began in January 2019 and, following a phased approach, will be available at all rue21 locations at the end of March 2019. Visit to take advantage of the new BOPIS offering.

About rue21
rue21, the pioneer of fast fashion, offers stylish apparel and accessories for guys, girls and plus sizes at prices everyone can love. Built on the belief that everyone should look and feel great with what they wear, rue21 bridges fashion and value for their consumers. Headquartered just north of Pittsburgh, Pennsylvania, rue21 currently operates over 700 stores in 45 states and online at

About Mastek Inc.
Mastek envisions, creates and enables digital transformation across the globe. Our digital commerce practice provides the strategic, innovative, and technical expertise that powers exceptional omnichannel experiences for B2C and B2B clients. With more than 2,100 global employees, we have built a reputation for speed, innovation and trust with our exclusive focus on enabling commerce for the world’s largest brands. Wherever there is a touchpoint, we help make the connection. Visit to learn more.

For further details, please contact:
For Mastek:
Kelley Brooks, Director of Marketing, Americas
Mastek Inc.
+1 (857) 302-3972

For rue21:
Melissa M. Krantz
Krantz and Company
(917) 653-6716