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A Different Approach on Brick-and-Mortar A/B Testing

A/B testing is widely-used in digital endeavors but has only recently become more common in the offline world. When applied to brick-and-mortar stores, A/B testing is an extremely powerful tool. It is essential for offline businesses to apply the same analytical rigor that has been common in the online world since its inception.

According to Forrester Research, “well over 90 percent of sales still happen in physical stores, so there is a huge, compelling reason to think about the physical store as a driver of sales.” In order to adapt to the behavioral changes of retail shoppers and an ever-changing business world, A/B testing is vital to improving the customer experience and ensuring that sales become profit through eliminating wasteful expenditures.

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