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

Another example of Vera Bradley leveraging insight gained from First Insight to manage its merchandise and pricing involves its baby bags. When tested individually, the bags received extremely high sentiment scores (nines and 10s, on average) with its customers. When the bags were added to Vera Bradley's travel bag category, the sentiment scores dropped drastically (five and sixes, on average). The lesson learned: To optimize sales of its baby bags — as well as to get the highest possible product margin — Vera Bradley needed to sell the baby bags separately from its travel bag category.