Being in an extremely dynamic, fast-moving and competitive environment, the key objective of a retailer is to increase customer footprint, improve customer satisfaction and win customer loyalty. One of the ways to achieve this is by ensuring effective store and site design and availability of accurate and reliable data (on stores, customers, vendors etc.). Since the data is from various sources, collating it and presenting it in a consistent manner as well as managing its speed are keys areas of focus.

The new strategy for Retail testing needs unique test designs and careful statistical analysis. Along with the “science”, these techniques also require greater discipline in the “art” of designing tests and selecting, defining, and executing potent test elements.