UNTUCKit was founded in 2011 by Chris Riccobono around a simple idea — the perfect untucked shirt — and grew with co-founder Aaron Sanandres into one of the fastest-growing men's retail brands in the U.S. As a digitally native brand, UNTUCKit was among the first e-commerce businesses to expand into physical retail, opening its first store in SoHo, New York in 2015 and growing to 86 stores.
The Challenge
Accustomed to the rich, measurable data of e-commerce, the UNTUCKit team found its early store data lacked comparable breadth and depth. Data points were anecdotal and based on managers' experience, there were no baseline metrics to accurately measure traffic and conversion, reported rates could not be verified, and associates were counting groups of shoppers as one. The brand needed a single source of truth to find pockets of opportunity and address underperformance as it scaled.
The Solution
UNTUCKit adopted the RetailNext platform for its accuracy, real-time data, and actionable insight. The Aurora® all-in-one IoT sensor detects people ten times per second for maximum tracking accuracy, data is available within seconds through the interface and APIs, and associates can access multiple dashboards spanning their KPIs — including AI-driven predicted traffic trends and automatic recommendations — to act on what they see.
The Results
With a credible, verifiable baseline in place, UNTUCKit achieved roughly 40% savings on IT/system infrastructure, an 18% increase in shopper yield year to date, and a 6.9% increase in conversion between 2017 and 2020 — giving a data-driven brand the in-store visibility it relied on online.
