Feature Stories


VF’s VP of Consumer and Shopper Insights Addresses In-Store Analytics at NRF's Retail BIG Show

Tags: Corporate News Direct-to-Consumer

VF’s VP of Consumer and Shopper Insights Addresses In-Store Analytics at NRF's Retail BIG Show

January 25, 2016

On Sunday, Jan. 17, Kent Bassett, Vice President, Consumer & Shopper Insights, represented VF at The National Retail Federation’s (NRF) Retail BIG Show 2016 on the panel, “In-Store Analytics: How to Organize Internally for Maximum Impact.” 

Bassett shared that at VF, it all starts with the consumer – understanding their needs and defining what we must do to win their loyalty. By gaining a deep understanding of who they are, what they wear, how they shop and what they buy, we can design products and experiences that consumers care about – both online and in-stores.

“VF has a centralized insights team that is tasked with synthesizing learnings across stores, creating shopper behavior principles and socializing those principles in a coordinated way,” said Bassett. “This includes more general insights, for example how men and women shop differently or what role digital devices play in our stores, to more specific insights, such as successful characteristics of a great window display.”

With VF’s diverse direct-to-consumer business, VF is able to share best practices and leverage learnings across the brands. Bassett and his team also work in partnership with the brands to conduct shopper diagnostic work to identify and prioritize opportunities for their target consumer.

“Centralizing the insights team allows for common methodology and reporting, eliminates redundant research, increases insights competencies and creates cost savings through scale,” added Bassett.

Retail BIG Show is NRF's flagship industry event held annually in New York City. It has more than 33,000 attendees from all over the world. 

More information about VF’s consumer insights practice and its role in driving the Strategy & Innovation platform is available here.