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Traditionally, companies have used marketing research to test shoppers' reactions to new ideas, thereby reducing risk.
A decade ago test shoppers were tethered to bulky computer equipment pushed along behind them in a trolley.
As test shoppers wander between the shelves, their eye movements are recorded to see which products catch the eye.
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The Express store is also being used to test how shoppers cope in what is fast becoming a cashless world.
During the test period, shoppers will be able to go online to shop for items like toys, electronics, sporting goods and other gifts, and then have them delivered to their address on the same day.
The company says that during its test period, shoppers have most regularly been using the service to order on-the-go snacks, beverages, cereal, mac and cheese, and paper towels – an early indication that people are doing at least some of their online grocery shopping via Target Restock.
Researchers at Fordham University in New York designed a test for shopper's preconceived notions about the country in which a product was made.
During tests, Miami shoppers found that a top-selling item was an Ozark Trail pop-up tent, and in some parts of Illinois, shoppers saw Chicago Cubs tumblrs trending, for example.
Black Friday is a litmus test for shopper confidence, but sneaking in behind this crazy day of consumerism was something big: a report on climate assessment, released by the U.S. Global Change Research Program.
An additional test of shopper loyalty comes with a look at the electronics retailers that customers perused recently (November/December/January, aka Best Buy's fiscal Q4, aka the holiday season).
One A/B test found that shoppers prompted to use a quiz generated 22percentt more sales than the shoppers who didn't see a quiz.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com