Maybe you want to test whether a series of digital strategies work in retail stores. Have you considered matched market testing?
I realize this is an old-school topic. Oooooooooollllllldddd school. But valuable.
Here's the concept. You don't want a customer who received "Strategy A" to stagger into a store where "Strategy B" is being executed, ruining your carefully designed test. So you execute tests within a market ... you test "Strategy A" in Kansas City ... you test "Strategy B" in St. Louis.
Match markets based on a combination of demographic attributes, population density estimates, and merchandising preferences. There are all sorts of markets that naturally pair up with each other:
- Seattle / Portland.
- San Francisco / Los Angeles.
- San Diego / Phoenix.
- Dallas / Houston.
- Pittsburgh / Cleveland.
- Minneapolis / Chicago.
- Des Moines / Omaha.
- Baltimore / Washington DC.
- Charlotte / Atlanta.
- Tampa / Miami.
Now, things don't always end up that way ... you'll have surprises ... Minneapolis / Austin or Jacksonville / Louisville or Boise / Tucson. Regardless, your target customer and your merchandise assortment, when clustered properly, will yield an appropriate matched market strategy.
Show of hands ... how many of you are executing matched market testing?