Casual footwear and apparel brand Wolverine Worldwide is using consumer-driven predictive analytics to further leverage data in its product decision-making process and increase speed-to-market.

The integration of First Insight’s Voice of the Customer predictive analytics solution across its portfolio, which includes Merrell, Sperry, Hush Puppies, Saucony, Wolverine, and Keds, will enable increased sell-in, sell-through and reduce markdowns.

“Wolverine Worldwide is a global business managing multiple brands, so it’s crucial that the company has the best data available to understand how its consumers’ needs and preferences vary by market,” says Greg Petro, CEO of First Insight. “Our platform enables Wolverine Worldwide to unearth the kinds of consumer insights that help brands optimise their product development, merchandising, and assortments, leading ultimately to greater profitability.”

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First Insight created the first digital product testing solution in 2007, enabling brands and retailers to combine the voice of their customers with advanced AI and predictive analytics to reduce risk in their assortments, focus on winning products and improve their pricing strategies. Predictive feedback from consumers can be delivered in 24–48 hours, helping brands and retailers bring the right products to market at the right price and in the right quantities.

Lindsey Goodman, director of consumer insights for Wolverine Worldwide, says the company chose First Insight based on its scalability and ability to deliver measurable ROI.

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“With the guidance and support of First Insight’s key account management team, we have been able to leverage robust consumer demand data to increase product confidence, leading to higher sales at sell-in,” she says. “Wolverine Worldwide is viewing the current Covid-19 crisis as a catalyst to leverage customer research and accelerate our digital transformation to emerge better and stronger than ever.”

Kate Pinkham, global general manager and vice president of Wolverine Worldwide’s Hush Puppies brand, says First Insight’s testing, consumer insights and analytics have helped drive sales for the brand internationally.

“First Insight has helped us to better understand our international consumer desires, enabling us to optimise our global product offerings. Additionally, by testing with different regions and leading with the winners, we are able to build confidence and increase sell-in with our international partners”