Case Study: Atlanta Hawks achieves better game-day retail conversions with RetailNext

Atlanta Hawks uses retail analytics as a barometer for brand health with RetailNext

Atlanta Hawks, the NBA team, faced a major retail challenge after changing its visual identity and merchandise, especially on game days when about 19,000 fans flood Philips Arena and shop in a very short window. With retail acting as an extension of the fan experience, the team needed a better way to understand traffic patterns, store flow, and how to make the most of those high-volume events.

RetailNext helped Atlanta Hawks use retail analytics to study game-day behavior, optimize product placement, and connect store performance to broader brand-health metrics. The insights showed that at least a quarter of attendees were entering the main Hawks Shop during game days, and a boutique-style store was drawing traffic without converting well; Atlanta Hawks then adjusted its product assortment to improve conversions and better capitalize on game-day sales.

Atlanta Hawks

Peter Sorckoff

Chief Creative Officer and SVP of Marketing