Marks & Spencer is listening to its customers.
Five years after enlisting First Insight to assist in determining design, buying and pricing for lingerie products, Marks & Spencer (M&S) has scaled up the company’s “Voice of the Customer” product testing.
The U.K.-based retailer has since expanded the consumer-driven predictive analytics software platform to more than 50 departments in apparel and footwear, covering both its own private label brands and third-party brands, according to Elaine Wheeler, head of digital product development at Marks & Spencer.
In a recent fireside chat with Edward Hertzman, president and founder of Sourcing Journal, Wheeler noted that testing has been fruitful for M&S.
and Watch the Video Interview at Sourcing Journal