UNTUCKit: Using RFID to Reveal Consumer Preferences

UNTUCKit launched in 2011 to solve a problem for fashionconscious men who wanted the comfort of an untucked shirt without the attendant sloppiness. Founder Chris Riccobono and CEO and co-founder Aaron Sanandres launched the brand online with 15 different shirts, each designed to fall at just the right spot, not too long or too short. (Fun fact: each style is named after a different wine.)

Since then, the brand has grown significantly. It launched its first brick-and-mortar store in NYC’s SoHo neighborhood in 2015, and today has expanded to 26 stores with 20 more expected by the end of the year.

With its start in e-comm, UNTUCKit early on became used to the detailed insights into customer behavior it received from digital. As the retailer started opening physical locations, it wanted to be able to gather that same type of information so that it could better know customers and personalize the UNTUCKit experience to them.

In 2017, UNTUCKit began a pilot RAIN RFID program in its flagship Fifth Avenue NYC store, working with StoreAdvise and StoreAdvise partner RetailNext to develop an RFID-based solution to gather information about its customer preferences. Here’s how it works: tiny RFID tags placed on “try on” shirts collect real-time data on merchandise movement around the store and from showroom to fitting room (and back). The collected data from the RFID tags gives the company visibility into customer sizing, preferences and product demand by revealing how customers are interacting with an item on the store floor.

Using a combination of the chip data, overhead traffic counters (from RetailNext), and POS data (all of which resides on the StoreAdvise retail platform), sales managers can identify which shirts (exact sizes and styles) are being tried on and purchased — and which are not. As a result of its new store performance data, UNTUCKit is working with sales associates to identify customer needs more quickly, improve in-store sizing and optimize the merchandising mix.

Says Sanandres: “The implications of the RFID go well beyond inventory management. It improves the productivity of our store associates, provides valuable insights into shopper behavior, and, ultimately, helps us provide a better shopping experience for our customers.”

Jordan K. Speer is editor in chief of Apparel. She can be reached at [email protected].

Editor's Note: UNTUCKit is a 2018 Apparel Innovator. Read about all of our Award winners here.

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