Case Study: Crocs achieves higher new-product success and assortment productivity with First Insight

Crocs uses data to improve product innovation

Crocs, known for its classic clogs, needed to modernize and diversify its offerings while reducing the high risk of new-product failures. To bring the customer voice into product decisions and speed innovation, Crocs began working with First Insight in 2017, using First Insight’s data-driven, machine-learning platform to test and validate designs before launch.

First Insight worked with a cross-functional Crocs team to integrate proposed designs with past-season benchmarks, weight customer responses, and deliver ranked product forecasts, buy-depth recommendations and price-elasticity curves. The partnership with First Insight sharpened Crocs’s product attributes and targeting, raising assortment productivity and new-product hit rates — and, per First Insight, its partners have seen product success rates up to 80% and up to 9% gains in gross profit.

Crocs

Ed Wunsch

Vice President of Marketing Analytics