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实例探究 > Pick Me a Winner: Crocs uses data to improve product innovation

Pick Me a Winner: Crocs uses data to improve product innovation

技术
  • 分析与建模 - 机器学习
  • 分析与建模 - 预测分析
适用行业
  • 消费品
  • 零售
适用功能
  • 产品研发
  • 销售与市场营销
用例
  • 需求计划与预测
  • 质量预测分析
服务
  • 数据科学服务
  • 系统集成
挑战
Developing new products in the fashion and footwear industry is fraught with risk, as brands may invest significant resources only to find that their products do not meet customer expectations. This challenge is exacerbated by the rapid changes and trend influences in the industry. Crocs, known for its comfort-focused clog shoes, faced a decline in relevance due to a lack of style and innovation. Despite efforts to bring new designs to market quickly, Crocs struggled to consistently identify which categories represented the best opportunities for new products or line extensions. The company needed a more effective way to validate and test designs to ensure they resonated with customers and aligned with market trends.
关于客户
Crocs, a well-known footwear manufacturer, gained popularity with its comfortable and simple clog shoes introduced in 2002. Over the years, the company developed a large following but faced challenges in maintaining relevance due to its unchanged design. To revitalize the brand, Crocs collaborated with designers and celebrities, releasing limited-edition and innovative versions of its clogs. The company's motto, 'Come As You Are,' emphasizes individuality and comfort. Crocs has diversified its product offerings to include sandals, sneakers, and boots, aiming to attract new fans while retaining loyal customers. The brand has also adopted a digital-focused framework to resonate with younger consumers, emphasizing personalization and trend-right updates.
解决方案
To address its challenges, Crocs partnered with First Insight in 2017 to integrate customer feedback more effectively into its product development process. First Insight's platform leverages years of data and machine learning to help brands identify winning designs and make informed decisions quickly. During the onboarding process, Crocs established a cross-functional team to align the platform's objectives with its strategic priorities. The platform integrates proposed designs and data, comparing them against past season items to gauge customer preferences. By presenting future products to customers and analyzing their responses, the platform generates product rankings, buy depth forecasts, and price elasticity curves. This data-driven approach enables Crocs to identify hot designs, avoid potential failures, and optimize pricing strategies.
运营影响
  • Crocs has achieved higher assortment productivity by leveraging customer insights from the First Insight platform.
  • The company has seen increased success rates for new product launches, ensuring that new designs resonate with target customer segments.
  • The platform's data-driven approach has facilitated better decision-making, reducing reliance on gut instincts and improving strategic alignment across teams.
数量效益
  • Product success rates have increased up to 80% for Crocs.
  • Gross profit gains have reached up to 9% as a result of better identifying winning designs and cutting losers more quickly.

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