case study

nobi's solutions at work

The Omni-Channel Solution For Retail Sales

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Marketing*
Stores
Online
Call Center

Testing 20+ changes per channel in the live business, simultaneously.



*TV, radio, digital, social, SEM, e-mail, DM, ROP, FSI: mix, spend, and content are optimized




project timeline
-30 days
Sales dropped 21.7%. Omni-channel solution researched & went live in 30 days

Go-Live

+30 days
28% of test stores shifted to positive comps.
+60 days
Solutions analyzed, predicting effects on sales and margin
+90 days
Full implementation: +9.8% comps. x 18.7% margin (using feedback-controls as in all cases).

Range of comps (560 stores tightened to about 2/3 of previous range, meaning the business was less volatile overall and easier to predict.
+1 year
Increases hold a year after implementation.




among the solutions


Sales Comps. %
10.27
Layout
+
Product
6.89
Layout
4.32
Noise
0
↑ Price Up 10%




Randomization (of DMA’s, stores, agents and online days) eliminates all other variables (large or small, known or unknown) giving cause and effect directly, and ensures implementation performance close to test prediction.



Specific layout and product worked best together.

Demand inelastic, i.e. the price can be increased 10% without reducing demand (if other changes adopted).
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