How rue21 Transformed Frontline Communication with theEMPLOYEEapp

For a fast-fashion retailer like rue21, where every second counts, relying on printed binders and registers to communicate with store teams was a major obstacle. Their Millennial workforce was disengaged, vital updates were delayed, and only Managers had access to key information. rue21 knew their outdated system couldn’t keep up with the demands of their fast-paced business, and it was time for a change.

Read the case study to discover how rue21 transformed their communications and empowered their entire team.

The Situation: Revolutionizing Frontline Engagement with rue21 Stores

rue21, a fast-fashion retailer with 760 stores across the United States, faced a significant challenge—engaging their large, Millennial-heavy workforce with real-time, impactful communication. Before partnering with theEMPLOYEEapp, rue21 relied on outdated communication methods like registers and printed binders to pass vital information to store Managers. Only Managers could access daily direction, policies, and other critical updates, which were often printed in black and white and filed in cumbersome binders. This slow, inefficient process didn’t align with the fast-paced nature of rue21’s business or the expectations of their younger workforce.

As rue21 evaluated their communication strategies, they identified key areas for improvement:

• Strengthen connections with their Millennial workforce.
• Streamline communication between corporate and stores.
• Improve engagement by incorporating video.
• Expand communication access to all associates, not just managers.

The Solution: Empowering rue21 with theEMPLOYEEapp

To meet these challenges, rue21 partnered with theEMPLOYEEapp in 2016 to launch their custom-branded employee communications app, rueStore. The app transformed how rue21 communicated, empowering every employee from the sales floor to regional directors with real-time access to essential information via their mobile devices.

Mikki Cook, Senior Director of Store Operations at rue21, explained the impact:

“Imagine receiving a packet of loose memos weekly along with random emails and then organizing all of it to coach your team. It was a communication mess. Now, with rueStore, everything our teams need is organized and instantly available at their fingertips. It’s revolutionized the way we operate and communicate.”

The Results: Achieving Communication Success with rue21 Stores

Thanks to theEMPLOYEEapp, rue21 has achieved several wins, transforming their communication and operations:

1. Instant Updates: Communication is now fast, efficient, and mobile-first. Instead of relying on mail packs or emails, critical information is pushed directly to employees’ mobile devices, ensuring everyone is informed in real time.

2. Digital Overhaul: rue21 has shifted from physical binders to an entirely digital system. Whether it’s daily messages, product updates, or operational procedures, all information is now organized and accessible on iPhones and iPads, saving time and space.

3. Engaging Millennials: By moving to a mobile app, rue21 has embraced the communication style preferred by its Millennial workforce. The app has proven essential in connecting with a generation that expects instant, app-based solutions.

4. Visual Training via Video: rue21 leveraged theEMPLOYEEapp’s video capabilities to enhance training for its staff. Whether for customer service or visual merchandising, video content captures employees’ attention more effectively, ensuring they are better prepared to serve customers.

5. Stronger Engagement: All store associates—not just managers—now have access to essential communications, fostering a more engaged and informed workforce. This has led to better store operations and a more seamless customer experience.

A Seamless, Informed Workforce

With theEMPLOYEEapp, rue21 has revolutionized how they engage their workforce, aligning their communication strategies with the fast-paced nature of their business. By providing instant, mobile access to critical information and training tools, rue21 has empowered its employees to be more informed, engaged, and effective, ultimately driving better business outcomes.

Mikki Cook reflects on the transformation:

“The rueStore app has transformed how we communicate. Our employees are better informed, and as a result, they’re delivering an improved customer experience. TheEMPLOYEEapp has made all the difference.”

About rue21

rue21 is a fast-fashion retailer with 760 stores throughout the United States. Their goal is to make the latest trends affordable and available to anyone. The company is continually updating its stores with new products, promotions, and displays to ensure their customers are always provided with a great experience. Associates and Managers in the stores work on the sales floor to merchandise new products and interact with their customers. A fast-fashion retail business model demands speedy communications to ensure the latest merchandise information is accurate and instantly available to the team.

Learn more at rue21.com.