First Insight designs retail games that users can play online -- think Farmville for fashionistas. Games such as Be The Buyer have helped stores understand what kinds of apparel consumers might like, how much inventory to stock, the profit potential of an item, and even how it should be priced.
For example, David's Bridal uses First Insight's What Would They Pay game to gauge its wedding gowns' consumer appeal. Players are presented a number of yet-to-be-introduced dress styles, and offer their opinions on each new style and how it should be priced.
The results give the dress-seller real-time data on consumer preferences, which informs their buying decisions.
The online game is helping the company sell more gowns at their initial price versus the mark down price, accoding to a testimonial on First Insight's website. And, within about 72 hours, the chain can get a read on the dresses with the most sales potential, versus traditional in-store sample testing, which can take up to eight months to produce results.