How Rue La La is Revolutionizing E-Commerce via “Mobile First” and Personalization


Speaking at NewCo Boston, Rue La La CTO Anthony Accardi kicked off their session with an overview of the company and how they address their core beliefs.

Rue La La CTO Anthony Accardi speaking at NewCo Boston 2017
  1. They use inspirational creative content to deliver on their belief that shopping should be fun and delightful.
  2. They leverage data-driven, personalized marketing to deliver on their belief that people crave expert, friendly advice.
  3. And they have a mobile-centric product to address the belief that consumers shop on their own terms.

Anthony was joined on stage by SVP & Executive Creative Director John Camilleri, Marketing Director Allí Henriquez, and Vice President of Product Saurin Shah, each of whom gave attendees a deeper dive into their domain area and took questions from the audience.


Rue La La Marketing Director Allí Henriquez, Vice President of Product Saurin Shah, Talent Acquisition Specialist Brendan McCartin, CTO Anthony Accardi, and SVP & Executive Creative Director John Camilleri at NewCo Boston 2017.

The group noted that commerce is now a tech-dominated activity and that “as people shop on their own terms with their phones, the walls between online and offline are disappearing as well as the rules on how, when and with whom people shop.”

To the consumer, Rue La La is an online shopping destination that curates the best-selling brands from Boutiques filled with women’s, men’s, and kids’ fashion; home décor; travel experiences, and more. On the back end, Rue is a technology business with the mobile platform, the data skills, and the rapidly growing loyal customer base to lead the e-commerce revolution.

The group talked about how the balance of science and art is where the magic happens. Shopping should be fun and delightful. Creative creates a beautiful brand experience and everything you see and read at Rue La La is created in-house. It’s the perfect mix of art and science.

They continued, that people crave expert friendly advice. Consumers shop on their own terms. We’re building a personal shopper to deliver relevant experience across all devices and communications to create the impression of a 1:1 personal shopper experience at scale.

The lively discussion took place during the NewCo Boston, an annual festival hosted by MassTLC where 85+ tech companies open their doors and welcome the community in to learn about their vision and culture. NewCo is the brainchild of Wired Magazine founder John Battelle and is held in a couple dozen cities around the globe.

NewCo Boston is one of four signature industry-wide events MassTLC hosts throughout the year – the others include: Boston/TechJam in June, the Mass Technology Leadership Awards in September, and TRANSFORM in November. Check out our events calendar for details upcoming MassTLC events.