Offering its Members an easy, secure & private way agso pay.

BOSTON, Feb. 11, 2016 /PRNewswire/ — Rue La La (www.ruelala.com), an innovative ecommerce destination connecting world-class brands with the next-generation shopper, now offers its Members the ability to purchase using Apple Pay.

Rue La La, a leader in the ecommerce space, continues to stay on the forefront through the integration of Apple Pay to the brand’s already impactful mobile shopping experience.  With 60% of the brand’s traffic seen on mobile, the addition provides consumers who have successfully registered with Apple Pay a seamless payment experience when they make a purchase using Apple Pay on Rue La La.

Apple describes privacy and security as being at the core of Apple Pay.  Here’s how it works: Once a credit or debit card is added to Apple Pay, the specific card number is not stored on the device or on the Apple servers. Instead, a unique Device Account Number is assigned, encrypted and securely stored in the Secure Element on each individual device. Each transaction is authorized with a one-time unique dynamic security code. Members using Apple Pay can use Apple’s Touch ID to make payment through the touch of a finger.  Members will continue to receive rewards and benefits offered by their credit and debit cards.

“At Rue La La, we always look for ways to enhance the Member experience.  Adding Apple Pay gives our Members an easy, one touch way to securely purchase their favorite products and designers with confidence. As our industry moves to providing a more secure way to shop, Apple Pay gives us exactly that…with ease,”  says Arash Hadipanah, Sr Product Manager, Mobile.

For more information on Apple Pay, visit: http://www.apple.com/apple-pay/.