Understanding physical traffic: Men's apparel brand UNTUCKit taps RetailNext in-store analytics platform

UNTUCKit has announced a partnership with RetailNext.

Founded in 2011 by Chris Riccobono after he struggled to find a shirt that looked good untucked, UNTUCKit was known first as a digitally native brand, but has rapidly increased its global store estate since opening in New York in 2015, taking its network to 88 outlets, including one in London, with more on the way.

As a digital first brand, UNTUCKit was used to accessing a wealth of insight from across its e-commerce operations to improve online performance. 

However, as the brand grew its store footprint, it felt it lacked access to data from its store estate, especially around store traffic and in-store conversion reporting. This, in turn, was limiting its ability to track, analyse and improve bricks and mortar operations and performance.

Sandra Scibelli, Head of US Retail at UNTUCKit, says: “We needed data to identify pockets of opportunity where we were performing well, and understand what we should do about it, as well as where we could improve. As we started growing, it was clear that we needed one source of truth.”

Partnering with RetailNext, it leveraged its in-store analytics platform to understand store traffic in each of its bricks and mortar locations. 

Using RetailNext’s IoT sensor, Aurora, customers are detected ten times every second to ensure footfall tracking accuracy, with shopper traffic data available in real-time.

The solution integrated with UNTUCKit’s existing store systems, including Point of Sale, workforce management, as well as promotional calendars, to serve actionable insights and AI powered recommendations, based on footfall patterns and predictions.

UNTUCKit can now identify and forecast peak traffic periods. This allows it to optimise staffing rotas to mirror footfall patterns, upweighting staffing during stores’ busiest ‘power hours’.

It also allocates resource for non-customer facing tasks, such as stock checks, during non-peak traffic times. UNTUCKit was also able to identify adjustments to opening hours at some of its locations.

And it was able to use the insights to benchmark store performance and KPIs.

This meant UNTUCKit could identify and reward top performing outlets and teams, as well as making data-based decisions, generated by recommendations on the RetailNext platform, to improve any underperforming locations

Gary Whittemore, Head of Sales for EMEA & APAC at RetailNext, comments: “By unlocking store data and leveraging insights from its bricks and mortar estate, UNTUCKit has been able to optimise its operations, allowing it to deliver the enhanced customer experiences that not only positively impact conversions, but keep shoppers coming back time and time again – the hallmark of successful retailing.”