In a landscape where algorithms shift overnight and consumer behaviors are anything but predictable, the most resilient retailers aren't just executing campaigns — they're constantly testing, learning, and evolving. Building a culture of experimentation is no longer a “nice-to-have” — it’s a competitive imperative.

• Establish a test-and-learn framework that balances creativity with analytical rigor
• Embed experimentation into daily workflows across paid search, social, and email
• Define success metrics that go beyond short-term ROAS to capture long-term value
• Empower teams with tools and autonomy to run meaningful, low-risk experiments
• Scale proven tactics efficiently while continuously feeding new learnings into strategy