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Global technology and retail predictive analytics company, First Insight, and John Lewis and Partners, have announced the expansion of their partnership.

This follows the successful pilot of First Insight’s analytics platform to enable John Lewis to improve its assortments of its womenswear and homeware categories through data-driven decision-making research.

“It’s crucial for retailers and brands to have a deep understanding of their customers and a data-driven decision-making process in order to succeed in today’s challenging economic environment,” said Greg Petro, CEO and founder of First Insight, in a statement.

“We’re very pleased to be expanding our partnership with John Lewis following a successful initial test phase. The retailer will now be able to use voice-of-the-customer analytics to make more informed decisions that will help differentiate its product assortment across numerous categories.”

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