US fast fashion retailer Rue21 has selected a cloud-based solution to help expand its mission of becoming a customer-centric business.

The company has chosen Manthan's cloud-based solutions for Customer Data Platform, Customer Analytics and Enterprise Retail Analytics. The software will optimise Rue21's business performance across core retail merchandising and operations areas like assortment, pricing, promotions, allocation, replenishment, ordering, fulfillment and store operations.

"The investment in Manthan's analytics is another important move towards becoming a high-performance business," says Dr Mark Chrystal, chief analytics officer at 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."

The company says data-driven decisions and advanced analytics are key capabilities that will drive its ability to deeply understand customer segments, personalise marketing communications and drive engagement and loyalty.

Sivakumar Hariharaiyer, SVP and head of Manthan Americas, adds: "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. These are key capabilities businesses need to stay relevant in today's digitally connected world."