Testing 20+ changes per channel in the live business, simultaneously.
*TV, radio, digital, social, SEM, e-mail, DM, ROP, FSI: mix, spend, and content are optimized
Sales Comps. %
↑ Price Up 10%
Randomization (of DMA’s, stores, agents and online days) eliminates all other variables (large or small, known or unknown) giving cause and effect directly, and ensures implementation performance close to test prediction.
Specific layout and product worked best together.
Demand inelastic, i.e. the price can be increased 10% without reducing demand (if other changes adopted).