Fast-growing shirt brand UnTuckIt has partnered with analytics solutions provider RetailNext “to unlock in-store conversions”.
And by leveraging data and insights from its store estate, the partnership has already driven a 6.9% increase in those conversions.
The 13-year-old UniTuckIt, which has evolved from a digitally-native brand, has rapidly increased its global store estate since opening in New York in 2015. Now with a store in London, it has a physical network to 88 stores “with more on the way”.
Lacking access to data from its store estate, especially around traffic and conversion reporting, it said it was “limiting [our] ability to track, analyse and improve bricks-and-mortar operations and performance”.
Retail head Sandra Scibelli said: “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.”
Hence the partnership with RetailNext, utilising its IoT sensor, Aurora, “where customers are detected 10 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”.
By establishing an accurate baseline for all shopper traffic, the brand “can now identify and forecast peak traffic periods”, allowing 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”.
Since implementation, it said RetailNext’s actionable insights have also generated an 18% increase in shopper yield.
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