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.