Testing is a cost effective and accurate mechanism for marketers to reduce product launch risk and to identify in-store merchandising programs that will deliver maximum volume and profitability.
- Quantify & mitigate risk
- Fine-tune product launch & repositioning
- Test consumer response to new price points
- Assess customer acceptance of new products, line extensions & new packaging minimizing risk of failure before launch
SMS testing services are based on experimental design architecture, employing multi cell store or panel structures to read test treatments.
ANCOVA/ANOVA TEST DESIGNS quantify the impact of post promotion in-store programs on volume and profitability. Following the application of data transformation algorithms on client-supplied test & control cell data, SMS conducts ANCOVA-based modeling to measure the net change in sales attributable to test variable.
CONTROLLED STORE TESTSING (CST) is the primary measurement vehicle for analyzing the effect of in-store marketing and new product features on volume, prior to national launch. Proprietary data transformation and ANCOVA modeling deliver accurate and representative insights to both manufacturer and retailers. SMS manages the complete testing process from in-store execution to modeling.
PANEL & SURVEY OVERLAYS further measure the impact of marketing activity on awareness and purchasing. Panel and survey overlays align penetration, buying rates and consumer purchase behavior with point-of-sale volume. Results are integrated with point-of-sale test data to provide a full understanding of test variable impact.
SMS testing services provide an objective understanding of a product’s sales potential within a controlled environment
