Case Study: rue21 achieves 73% higher average order value with Klarna

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

rue21 is a trend-focused American apparel retailer serving style-conscious Gen Z and Millennial shoppers who buy frequently but use credit cards less. To meet their audience’s demand for fast, frictionless checkout and lift average order values both online and in-store, rue21 partnered with Klarna and added Klarna Pay in 4 and other Klarna pay‑later options as an omnichannel payment choice.

Klarna integrated quickly with rue21’s existing Cybersource platform and in-store messaging, delivering an intuitive, interest‑free checkout that encouraged bigger and more frequent purchases. The results were strong: Klarna users had a 73% higher AOV, Klarna represented 26% of e‑commerce sales (17% of e‑commerce orders lifetime to date), delivered a 6% higher purchase frequency, and in‑store Klarna usage doubled, helping rue21 boost sales and customer retention.

rue21

Lauren Pearson

Senior Manager of CRM & Loyalt