Vera Bradley Integrates Web-Based Data Into In-Store Pricing

Here's how the process works: Vera Bradley uses computer-aided design (CAD) software to develop images of potential new products, then emails those CADS to customers and asks them to play the game, "What Would They Pay," helping it to get an average price its customers would pay for a product. For pricing for its baby collection, this process began 18 months before the products went to market.