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The U.K’s largest footwear manufacturer tapped into the power of predicative analytics to bolster margins and improve sell-through rates.

U.K. comfort shoe brand Hotter Shoes worked with First Insight to bring the product decision-making platform’s predictive analytics framework into its supply chain.

Hotter Shoes said it plans to use the tech company’s consumer-driven model, which helps brands and retailers better understand consumers and inform decisions on product investment, pricing and marketing decisions, to enhance product design, buying and pricing decisions.

“Implementing First Insight’s digital product testing and predictive analytics will enable us to increase product sell-through and margins using direct feedback from our customers,” Victoria Betts, chief commercial officer of Hotter Shoes, said in a statement.

“Leveraging the voice of the customer to optimize our buying decisions and assortment selections will help us to offer the right products at the right price as we continue to grow our business domestically and internationally,” Betts added.

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