| Measure Actual Impact of
Proposed In-Store Conditions
A Market Decisions Controlled Store Test (CST) helps you determine the impact of a change in a store-level marketing variable by introducing a new condition in a group of test stores and then comparing sales against a statistically matched group of control stores.
With a CST, you can examine consumers’ natural purchase responses to new in-store initiatives in a live—but tightly controlled and low-risk—environment. The CST can be conducted within most retailers in over 30 metro areas and nearly all classes of trade, allowing you to quantify, via scanner sales, the impact that a proposed change will have. You can use the CST to test changes in product assortment, pricing, in-store merchandising programs, space allocation, shelf location, packaging, POS material, and product location.
From the proprietary store matching process and securing retailer compliance to event implementation (product delivery and setting/maintaining test conditions), sales reporting and the delivery of Analysis of Covariance (ANCOVA), Market Decisions is uniquely positioned to execute your Controlled Store Test and deliver reliable results. Market Decisions’ superior CST solution uses the most preferred and sensitive matched store panel design, with same retail accounts, same markets and same time periods, reducing the impact of non-test “noise,” seasonality and competitive promotions. It delivers the most sensitive test read and also provides much higher levels of control than studies conducted directly between manufacturer and retailer.
The Controlled Store Test provides concrete and reliable insights on specific test objectives, while helping you maximize marketing opportunities and reduce risks.
A Controlled Store Test helps you:
- Isolate and quantify the actual consumer sales response to in-store strategies and tactics in a controlled, low-risk, live shopping environment.
- Reduce risk to the retailer/consumer franchise by limiting exposure of the test condition to a limited set of stores.
- Answer critical business questions with the most
sensitive results, reflecting proprietary matched store panel design and Analysis of Covariance.
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