Fast-growing brand, UNTUCKit, has partnered with RetailNext, the leading analytics solution for bricks-and-mortar retailers, to unlock in-store conversions, leveraging data and insights from its store estate to drive a +6.9% increase in conversions.
Founded in 2011 by Chris Riccobono after he struggled to find a shirt that looked good untucked, UNTUCKit is now known for its refined product details – including length, hemline and collar – that combine to create shirts that remains casual, yet polished, when left untucked. Known first as a fast-growth digitally-native brand, UNTUCKit has rapidly increased its global store estate since opening in New York in 2015. Now boasting a store in London, UNTUCKit has taken its global store network to 88 outlets with more on the way.
As a digital-first brand, UNTUCKit was used to accessing a wealth of insight from across its ecommerce 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, as Sandra Scibelli, head of US retail at UNTUCKit, explained:
“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, UNTUCKit 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, providing store associates and managers instant access to insights. The solution integrated with UNTUCKit’s existing store systems, including Point of Sale (POS), Workforce Management (WFM), as well as the brand’s promotional calendars, to serve actionable insights and AI-powered recommendations, based on footfall patterns and predictions, to help improve operational effectiveness and enhance customer experience.
By establishing an accurate baseline for all shopper traffic, UNTUCKit can now identify and forecast peak traffic periods. This allows the brand to optimise staffing rotas to mirror footfall patterns, upweighting staffing during stores’ busiest ‘power hours’ to enhance customer experience and help drive sales. 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, helping it capture extra store traffic and sales.
The brand was also 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 stores.
Since implementation, RetailNext’s actionable insights have generated an +18% increase in shopper yield (sales per shopper) and a +6.9% increase in store conversions.
“The RetailNext platform provided a level of credibility from which we could base other metrics. The traffic data enables us to determine whether we are maximising the opportunity in front of us [and] the movement of conversion has been the biggest return on investment,” Paulsen continued.
Gary Whittemore, head of sales for EMEA & APAC at RetailNext, commented: “By unlocking store data and leveraging insights from its brick-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.”
