Rue21 Expands BOPIS Capabilities to All Stores by March 2023
Teen apparel retailer Rue21 is expanding its buy online, pick up in-store (BOPIS) capabilities, aiming to complete the rollout in all 700+ of its brick-and-mortar locations by the end of March 2023. The project, which began in January, involves a partnership with Mastek and GXO Logistics to provide order management and fulfillment services for consumers.
Rue21 chose Kibo Systems as its order management system and fulfillment capabilities supplier late last year. The BOPIS project involves website design, integration of systems, and fulfillment provider using Oracle Commerce and MuleSoft solutions. The supplier for Rue21's order solution, management system, and fulfillment functions related to their BOPIS service is GXO Logistics.
Speed of availability is a key factor in successful BOPIS services. Bed Bath & Beyond fills 72% of orders in less than an hour. However, reliability is also crucial. A study by OrderDynamics and Bell and Howell found that 24% of BOPIS orders were not ready for pickup despite alerts. Consumers find BOPIS appealing due to cost savings and faster access to items. According to a Doddle survey, 68% of consumers have used a retailer's BOPIS offering multiple times.
Rue21's BOPIS rollout is expected to enhance its in-store pickup capabilities, providing consumers with a convenient and efficient shopping experience. The retailer aims to balance speed and reliability, learning from industry benchmarks and consumer preferences.
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