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Talbots to Drive Value with APT’s Test & Learn and Market Basket Analyzer Platforms


Applied Predictive Technologies (APT) announced that The Talbots, Inc. has signed an agreement to license APT’s software, including its Test & Learn and Market Basket Analyzer platforms. The national women’s apparel brand will use the software to test and analyze key business initiatives including promotions, merchandising, marketing and store operations. Talbots joins several top women’s apparel retailers, including Ann Inc., Chico’s, Lane Bryant and Victoria’s Secret, which currently use APT’s software to accurately measure the impact of initiatives across the organization in order to harness key data and maximize ROI.

Along with other leading retailers, Talbots will use APT’s Test & Learn approach to identify which actions ­are most successful in improving performance and measure their impact on a test versus control basis. APT’s software enables organizations to analyze all of their initiatives, instead of just a select few, and offers a centralized platform, effectively providing companies with a 360-degree view of programs.

As Talbots Chief Financial Officer Mary Lynn Philips explained, “We believe that APT’s software will allow us to test and analyze key business insights.  Overall, the analyses generated from APT’s Test & Learn software will provide us with informed clarity surrounding the effect of specific programs related to various marketing programs, promotional offers, merchandise strategies and capital investments. Having this insight will strengthen our confidence as we evaluate and implement new ideas.”

APT Principal Sarah Hinkfuss Zampardo discussed the relationship, stating, “We are excited to be working with Talbots as they strengthen their analytic capabilities and further institutionalize testing. This partnership is a testament to our software’s ability to harness big data at the store, transaction and customer level, in order to isolate the true effectiveness of each initiative.”

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About Talbots

Established in 1947, Talbots is a multi-channel retailer of women’s classic apparel, shoes and accessories. As of the end of fiscal 2013, the Company operated 495 Talbots stores throughout the U.S. and Canada, including 425 core Talbots stores (U.S. and Canada), 65 Talbots Factory Outlet stores (U.S.) and five Talbots Clearance stores (four in U.S.; one in Canada). Its online shopping site is located at In 2013, its direct marketing operation circulated 12 Talbots brand catalogs reaching a worldwide circulation of approximately 45 million.   

About APT

APT is the world’s largest purely cloud-based predictive analytics software company. APT’s Test & Learn software is revolutionizing the way Global 2000 companies harness their Big Data to accurately measure the profit impact of advertising, marketing, pricing, merchandising, operations, and capital initiatives, tailoring investments in these areas to maximize ROI. APT’s customer portfolio includes Walmart, Ann Inc., American Eagle Outfitters, VF Outlet, Lowe’s, SunTrust, Hilton Hotels, Anheuser-Busch InBev, McDonald’s, and others. APT has offices in Washington, D.C., San Francisco, Bentonville, London, Tokyo, and Taipei. For more information, please visit


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