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Understanding exactly what the customer likes and wants can give brands an advantage in a saturated retail market. First Insight, the data-driven merchandizing and product-testing platform, is now offering a suite of engagement tools to brands and retailers, to help them better connect with their customers and inform their product strategy.

The new customer experience platform iCX builds on First Insight’s existing product-testing solution. Through a combination of shopper insights and product-level analytics, the platform is designed to increase a brand’s speed-to-market and inform merchandizing assortment decisions.

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