02 June 2015
Test-and-learn must become the norm if retailers want to innovate successfully, argues Kurt Salmon senior manager Stephen Taylor.
Some of the most successful retailers are famed for their decisive nature and ability to act on little more than gut instinct. Yet in today's complex and fast-changing market place, intuition has to be supported by facts, in most cases now, based on solid customer data and feedback rapidly collected and objectively measured.
When making decisions on which new concepts and products should be introduced, test-and-learn is becoming an established way of working among those brands and retailers outperforming their peers.