Bra shopping has never been easy. Even in high-end locations with white-glove fitting services, consumers often find themselves with imperfect fits and money down the drain. ThirdLove was founded to make the bra shopping process painless. Using cutting-edge technology and data, ThirdLove has built a cult-like following because the company doesn't just make finding the perfect bra super easy; it helps customers feel connected to a larger community of like-minded individuals. But the brand's fitting technology isn't the only source of data used to power the business. During this episode, co-founder and CEO Heidi Zak reveals how data is embedded into all facets of the ThirdLove business, and how the team used new insights during the pandemic to inform:

• Product development and inventory management;
• Marketing and content creation; and
• New business endeavors and communities, such as the TL Effect.

Retail TouchPoints is lucky to have Heidi as a speaker during the Retail Innovation Conference Online Experience, which is taking place Oct. 13-14. All podcast listeners have access to a special offer: 25% off an All-Access Pass! Just register using: pod.ric20.online