Product Testing Takes Guesswork Out of Merchandising for M&S
Marks & Spencer is listening to its customers.\nFive years after enlisting\xa0First Insight\xa0to assist in determining design, buying and pricing for lingerie products, Marks & Spencer (M&S) has scaled up the company\u2019s \u201cVoice of the Customer\u201d\xa0product testing.\nThe U.K.-based retailer has since expanded the consumer-driven predictive analytics software platform to more than 50 departments in apparel and footwear, covering both its own private label brands and third-party brands, according to Elaine Wheeler, head of digital product development at Marks & Spencer.\nIn a chat with Edward Hertzman, president and founder of Sourcing Journal, and Greg Petro, CEO and founder of First Insight, Wheeler noted how testing has been fruitful for\xa0M&S.\nLearn more about your ad choices. Visit megaphone.fm/adchoices