If testing is the catalyst needed to ignite your opportunities — or course-correct impending issues — what are the foundational pillars that support actionable insights? Optimal retail experimentation needs to be consistent, reliable, and scalable. It’s that simple — or difficult depending on the tools you use.
What consistent means and why it matters
- Every test used by every individual or team needs to be constructed with the same methodology.
- This consistency is the only way you can have the confidence that one set of results is as valid as another.
- Consistency also quashes claims about testing bias.
What reliable looks like and why it matters
- The statistical modeling must have enough depth and breadth to produce accurate, actionable results.
- This reliability is how you know you’ve picked the right number of stores and the right stores.
- It goes beyond an Excel spreadsheet to ensure the experiment works outside the experimentation phase.
What scalable looks like and why it matters
- Your teams test rapidly, regularly, and precisely.
- If only one or two teams are testing, you won’t move the dial on your objectives.
- Achieving scalability demands an easy-to-adopt user experience.
Empowering the future
Consistent, reliable, and scalable experimentation is the fuel savvy retailers use to drive their next breakthrough idea and turbocharge multi-channel and, ultimately, omnichannel strategies. Increasingly, consumers expect and value the ability to shop how, when, and where they want from the brands they trust and love. To learn more about optimal retail experimentation, read, Testing to Thrive in Today’s Retail Landscape.
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