Press Release

RueduCommerce.com is launching 'Ma Boutique Express', an innovative concept in kiosks available to passengers in a number of stations across the Paris region, with Keyrus and hybris

  • #Digital Experience
  • #Digital Commerce
  • #Technological Alliances and Partnerships
  • #Retail

RueDuCommerce.com has chosen the partner Keyrus and the solution hybris Commerce Accelerator to develop the synergy between its physical and digital sales channels and launch 'Ma Boutique Express' in under three months.


RueduCommerce.com chose Keyrus, a major player in management consulting and cross-channel solutions integration, and hybris software, a SAP group company and publisher of the fastest growing global commerce platform to accelerate its digital strategy and meet current consumer habits. Thanks to the agility of the hybris solution and the expertise of the Keyrus team, the 'Ma Boutique Express' kiosk project came to fruition in under three months. Consumers can now use these kiosks to buy over one hundred products, mainly 'best sellers', directly delivered to stations in between 48 and 72 hours.


'We are looking to develop our presence in the physical world through 'Altarea Cogedim shopping centres but also using innovative channels like 'Ma Boutique Express'. Rue du Commerce's objective in using the hybris platform is to address all existing channels with a catalogue which can be easily segmented and personalised according to the target and location', explained Philippe Prudant, IT Director for the Group Altarea Cogedim.


Whereas Altarea Cogedim and its exclusive partner Keyrus is gradually rolling out the hybris platform in its shopping centres and online stores, in parallel the group is developing innovative projects to increase the awareness and appeal of the Rue du Commerce brand. The project 'Ma Boutique Express', today present in stations and coming soon to airports and hospitals, is a means of reaching a commuter customer base, with the consumer able to purchase a product during their commute then pick it up one or two days later after the same journey without wasting any time.


'Ma Boutique Express' is the first step in our cross-channel strategy.  We want to reach out to our customers and meet their new consumer habits by experimenting with e-Commerce. With hybris and Keyrus we are able to offer an effective and appealing end product', explained Sylvie Latour, Deputy Director General for Development and Strategy at Rue du Commerce.


This new service is made possible by the introduction of hybris Product Content Management (PCM), which ensures the consistency and uniformity of information of products available in the kiosks. Keyrus has developed a user-friendly interface offering a simplified shopping experience, specifically designed for this type of touchscreen.


'We are particularly pleased to be working with Rue du Commerce on this creative project which is totally in keeping with our vision of retail and our desire to remain at the forefront of innovation', added Eric Chemouny, Vice-President EMEA SAP Customers at hybris.


'We are proud to have developed and rolled out these kiosks which are a good illustration of Rue du Commerce's multi-channel strategy to develop links between traditional retail and e-Commerce, in just three months. RueduCommerce.com's close working relationship with Keyrus's consultants has enabled the introduction of an effective system for managing transaction flows between the kiosks and the e-Commerce information system', reports Stephan Samouilhan, e-Commerce Solutions General Manager at Keyrus.