Wolverine’s Next Innovation Move: Customer-Driven Assortment Optimization

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In an age when consumer demands shift at the drop of a hat, customer feedback has become vital in determining how to predict shopper desires, especially for businesses with a diverse set of brands and products. Wolverine Worldwide, which owns and operates 12 footwear brands including Merrell, Sperry, Hush Puppies, Saucony, Wolverine and Keds, is taking this strategy to heart by partnering with First Insight to unearth the consumer insights necessary to optimize its assortments, and product development and merchandising capabilities.

The Michigan-based footwear maker integrated First Insight’s Voice of the Customer predictive analytics solution across its portfolio in a move designed to further leverage data in its product decision-making process to improve speed to market, sell-in and sell-through while reduce markdowns.

Lindsey Goodman, director of consumer insights for Wolverine Worldwide, said the footwear company chose First Insight from a number of potential solutions based on its scalability and ability to deliver measurable ROI.

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