Online retail made up just 8.4% of total U.S. retail sales in 2016, and Forrester research predicts it will account for only 11% of total U.S. retail sales by 2018. As per an AT Kearney study, around two-thirds of customers shopping online use physical stores before or after the transaction. In such cases, stores are essential in converting the sale. Physical stores provide consumers a sensory experience that allows them to touch and feel the product, immerse in brand experience, and engage with sales associates who provide suggestions and reaffirm shopper enthusiasm for their new purchases. Nothing can replace these aspects of in-store shopping. This suggests that physical stores still dominate the retail landscape, and will continue to do so in the near future.

However, there are certain aspects of online stores that physical retailers can take inspiration from to enhance the customer experience. Prominent among those aspects is the aspect of experimentation known as A/B testing in the e-commerce space.

Retailers should innovate, start new initiatives, and bring new technology into existence to transform the store experience. Retailers must test many ideas, quickly and accurately before they decide what works and what doesn’t. Those who have understood this have already started to build a culture of business experimentation within their organizations and are seeing its benefits. For those who haven’t, this is the right time.

Download this whitepaper to understand how experimentation can help retailers to transform their stores in an increasingly omnichannel world.


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