rue21 x Klarna

An on-trend sales increase:

How rue21 connected with tech-savvy shoppers and upped its average order values by 73%.

As a popular retailer of trendy and affordable clothing for Gen Z and Millennials, rue21 was looking for a modern way to connect with its younger, tech-savvy audience in order to drive sales and increase conversions.

The challenge.

Even before the pandemic, the typical mall experience had been fading into the background. rue21 was looking for a way to keep up with a new generation of fashion lovers who do the majority of their shopping in the fast-paced digital world. These unique customers, aged 18-25, use credit cards far less than their predecessors and have little patience for long, clucky, or antiquated checkout experiences, whether they are shopping online or in-store.

Furthermore, with so many small-ticket items available online, lifting the average order volume was an ongoing challenge for rue21.

“We were actively seeking ways to put more purchasing power into our customers’ hands by offering quick and easy alternative payment methods that are available everywhere they shop, without slowing down.”
Robert Brous, rue21’s VP of Ecommerce & Digital

The results.

Since going live with Klarna, rue21 has seen a significant rise in sales with 26% of their sales represented by Klarna.

AOV lift

73% higher AOV of rue21 shoppers using Klarna

Purchase frequency increase

6% higher purchasing frequency

In-store improvement

With Klarna’s messaging during the 2020 holidays from November to December, Klarna's usage in stores doubled.

Klarna solutions.

rue21 chose to offer a mix of Klarna’s interest-free payment methods to give financial choice and control back to shoppers.

Pay in 4

Give your customers the flexibility to shop now and spread the cost over time.

Pay Now

Get straight to the point. Paying now with Klarna is fast, simple, and secure.

In-app

Make it easy for your customers to shop in-app and get access to our flexible payment methods.

In-store

Offer shoppers the freedom to choose how and when to pay in your physical stores.

On-site messaging

Klarna’s free On-Site Messaging keeps shoppers updated on payment options as they browse, helping increase conversion and AOV.

“We saw a big lift in sales and AOV once we introduced Klarna as an option at checkout. Our younger audience, in particular, is really responding to it, which has helped us with both customer satisfaction and retention. We’re looking forward to growing our audience together with Klarna as a partner.”
Lauren Pearson, rue21’s Sr. Manager, CRM & Loyalty