Brett Trent

Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.

In today's omnichannel era, there are multiple moving parts within retail organizations — e.g., store operations, mobile teams, IT, marketing, etc. Where does e-commerce fit in and what role does it occupy? Brett Trent, the newly appointed senior vice president of digital retail at rue21 (he officially starts the job this coming Monday after having spent the last six years as the vice president of e-commerce at Dressbarn and Maurices), addressed this question among other topics in a session yesterday at the eTail East conference in Philadelphia.

Apparel retailer Maurices has debuted a new mobile application designed to enhance its customers’ in-store shopping experience. The app, introduced by AT&T and developed using Digby’s Localpoint mobile platform, allows the retailer to set virtual perimeters around its stores. Once a shopper has the app on their smartphone, and accepts the use of location information, Maurices can send them timely messages and offers via a push notification, alerting the user to noteworthy news about the specific store location as soon as they enter. 

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