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Wolverine gets First Insight's customer analytics solution

20
Aug '20

Pic: Wolverine Worldwide

Wolverine, a leading marketer and licensor of branded footwear and apparel, has integrated First Insight’s Voice of the Customer predictive analytics solution across its portfolio, which includes Merrell, Sperry, Hush Puppies, Saucony, Wolverine, and Keds. First Insight is the world’s leading digital product testing and decision-making platform.

Through the global strategic partnership with First Insight, Wolverine will be able to further leverage data in its product decision making process, enabling its portfolio of 12 brands to increase speed-to-market, sell-in, sell-through, and reduce markdowns, the company said in a media statement.

“Wolverine is a global business managing multiple brands, so it’s crucial that the company has the best data available to understand how its consumers’ needs and preferences vary by market. Our platform enables Wolverine to unearth the kinds of consumer insights that help brands optimise their product development, merchandising, and assortments, leading ultimately to greater profitability,” Greg Petro, CEO of First Insight said.

First Insight created the first digital product testing solution in 2007, enabling brands and retailers to combine the voice of their customers with advanced AI and predictive analytics to reduce risk in their assortments, focus on winning products and improve their pricing strategies. Predictive feedback from consumers can be delivered in 24-48 hours, helping hundreds of brands and retailers bring the right products to market at the right price and in the right quantities.

“With the guidance and support of First Insight’s key account management team, we have been able to leverage robust consumer demand data to increase product confidence, leading to higher sales at sell-in. Wolverine is viewing the current COVID-19 crisis as a catalyst to leverage customer research and accelerate our digital transformation to emerge better and stronger than ever,” Lindsey Goodman, director of consumer insights for Wolverine Worldwide said.

“First Insight’s testing, consumer insights and analytics have helped drive sales for the brand internationally. First Insight has helped us to better understand our international consumer desires, enabling us to optimise our global product offerings. Additionally, by testing with different regions and leading with the winners, we are able to build confidence and increase sell-in with our international partners. With First Insight’s tools, we’re able to innovate faster and ensure our global partners are aligned on product, price points and marketing,” Kate Pinkham, global general manager and vice president of Wolverine’s Hush Puppies brand said.

Fibre2Fashion News Desk (GK)

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