How Vera Bradley Profits From Big Data

Leveraging big data for pricing has paid dividends for Vera Bradley. Steever cited an example from Vera Bradley's baby line, specifically a dress and bloomer set, that was originally priced at $49. After analyzing the data as well as the feedback it got from customers, the retailer changed the price of the product to $48. The move resulted in a 6 percent increase in sales in the indirect channel and a 2 percent increase in sales in the brand's direct channel.