Customer-centric merchandising platform First Insight is continuing its international expansion with the opening of new offices in London and Chennai, India – and the addition of a number of international retailers to its client roster, including Superdry and Bata India.

The US-based company gathers real-time consumer data and applies predictive analytics to help retailers to make better product investment, pricing and marketing decisions.

Among additions to its global capabilities, the company has also added more than 12 new currencies and ten new languages to its platform.

"As global retailers and brands increasingly seek to understand customer preferences in new geographies and regions, we are excited to announce the expansion of First Insight in Europe and Asia," says Greg Petro, CEO and founder.

"Consumers are increasingly shopping beyond the boundaries of their home countries. Retailers and brands must be ready to meet their expectations. By enabling retailers to listen to the voice of the consumer – from nearly anywhere in the world – they can create, price and sell products  which are personalized to those markets."

Sandeep Kataria, CEO at Bata India, says the footwear firm is seeing value "from basing our decisions on data and analytics rather than only relying on our instinct and historical trends". The tool is also enabling better product selection, pricing, and regional segmentation decisions, he says, adding "We are seeing the benefits in margins and store count enhancements."

Meanwhile, Superdry has partnered with First Insight in planning its new kidswear range. "Early results have provided clear and insightful recommendations for action across products and markets," explains Tim Quinlan, head of customer and market insights at Superdry.  

Petro, who is also due to lead a panel discussion on 'What is the future of brands? (Hint: it's all about innovation)' during the World Retail Congress in Amsterdam from 14-16 May, points out: "Consumers are embracing the explosion of available marketplaces and seem happy to use whatever channel is most convenient for them.

"While Amazon is taking share from retailers in low-engagement categories, it is more vital than ever for retailers to build and control relationships with their customers."