Dorothy Perkins, Burton Menswear, First Insight partner

19 Oct '20

2 min read

Pic: Dorothy Perkins

Dorothy Perkins and Burton Menswear, part of the Arcadia Group, and First Insight, leading technology company transforming how companies make product investment, pricing and marketing decisions, have entered into a collaboration. First Insight’s consumer-driven predictive analytics will help both retailers make faster and better merchandising decisions.

The two retailers will be able to operationalise product testing using First Insight’s consumer-driven predictive analytics.

“Knowing and understanding the customer is the only way retailers and brands can stay ahead in today’s ever-changing retail landscape,” said Greg Petro, CEO and founder of First Insight. “We’re excited to partner with the Dorothy Perkins and Burton brands to enable them to capture and leverage customer insights at every step of the product development and merchandising process. By incorporating the voice of the customer, the brands can be sure they are making optimal decisions about selecting the right range of products to bring to market.”

First Insight uses online social engagement tools to gather real-time customer preference, pricing and sentiment data on potential product offerings. The information is filtered through First Insight’s predictive analytic models to determine which products present the greatest opportunity. The solution is enabling both retailers to increase their speed to market and inform faster and better merchandising assortment decisions.

“After completing a thorough proof of concept with First Insight, during which we quantified the margin gain opportunity, we have taken the decision to operationalise First Insight’s product testing capabilities across our Dorothy Perkins and Burton Menswear brands,” said John Kenchington, multichannel director, Dorothy Perkins and Burton Menswear. “First Insight enables us to reduce our reliance on historical sales data, store testing and pure instinct and instead place our customers at the heart of our decisions by directly asking them about new products before we go to market. We can then use those insights to make faster and better merchandising decisions.”

Fibre2Fashion News Desk (SV)

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