doctoral candidate from 01.01.2022 until now
Moscow, Moscow, Russian Federation
UDC 519.237
UDC 330.322.5
UDC 338.31
Russian Library and Bibliographic Classification 65
Russian Library and Bibliographic Classification 6529
This article addresses the adaptation of A/B testing methodology for the specific conditions of offline FMCG retail, where its application faces unique challenges: high levels of data noise, the influence of external factors, and physical constraints. The author identifies key gaps in existing research, including the lack of integration of experiment goals with traditional retail metrics and insufficient consideration of qualitative factors. As a solution, a methodological framework is proposed—comprising the Integrative DuPont-SCOR Model → the ROAR Approach → the ROILFL Metric—which presents a comprehensive solution for the strategic alignment of A/B testing goals in offline retail, addressing the gaps identified in the literature review. The central element of the methodology is the introduction of a Unified General Evaluation Criterion (UGEC)—the ROILFL (Return on Investment in Like-for-Like Sales Growth) metric. This allows for an isolated assessment of the effectiveness of managing the existing store network by filtering out the "noise" from investments in expansion and general corporate development. The practical significance of the work is confirmed by a comparative analysis of leading retailers in Russia and the United States, as well as detailed modeling based on data from "Magnit" company, which revealed a potential imbalance in investment strategies. The proposed approach transforms A/B testing from a tactical tool into a system for strategic business performance management.
A/B testing, offline retail, FMCG retail, ROILFL, investment efficiency, retail analytics, controlled experiments, brick-and-mortar stores, LFL, like-for-like sales growth, KPI, DuPont-SCOR model, operational efficiency, ROAR framework
1. Kohavi, R. Trustworthy Online Controlled Experiments: A Practical Guide to A/B Testing / R. Kohavi, D. Tang, Y. Xu. – Cambridge : Cambridge University Press, 2020. – 292 p. – URL: https://www.cambridge.org/core/books/trustworthy-online-controlled-experiments/D97B26382EB0EB2DC2019A7A7B518F59 (data obrascheniya: 13.07.2025). – Tekst : elektronnyy.
2. A/B testing: A systematic literature review / F. Quin, D. Weyns, M. Galster, C. C. Silva // Journal of Systems and Software. – 2024. – Vol. 211. – P. 112–130. – Tekst : elektronnyy.
3. Locke, E. A. The development of goal setting theory: A half century retrospective / E. A. Locke, G. P. Latham // Motivation Science. – 2019. – Vol. 5, № 2. – P. 93–105. – Tekst : elektronnyy.
4. Nehme, A. Offline A/B Testing: Experimentation in Brick and Mortar with Phillip Paraguya, Chapter Lead Data Science at ALDI DX / A. Nehme. – DataCamp, 2024. – (DataFramed Podcast). – URL: https://www.datacamp.com/podcast/offline-a-b-testing-experimentation-in-brick-and-mortar (data obrascheniya: 12.07.2025). – Tekst : elektronnyy.
5. The Role of Big Data and Predictive Analytics in Retailing / E. T. Bradlow, M. Gangwar, P. Kopalle, S. Voleti // Journal of Retailing. – 2017. – Vol. 93, № 1. – P. 79–95. – Tekst : elektronnyy.
6. Offline A/B Testing for Recommender Systems / A. Gilotte, C. Calauzènes, T. Nedelec [et al.] // Proceedings of the 24th ACM SIGKDD International Conference on Knowledge Discovery & Data Mining. – London United Kingdom : ACM, 2018. – P. 198–206. – Tekst : elektronnyy.
7. Lavoie, J. R. Technology Transfer: A Literature Review / J. R. Lavoie, T. Daim. – Tekst : elektronnyy // R&D Management in the Knowledge Era: Challenges of Emerging Technologies / ed. by T. Daim [et al.]. – Cham : Springer International Publishing, 2019. – P. 421–438. – URL: https://doi.org/10.1007/978-3-030-15409-7_17 (data obrascheniya: 12.07.2025).
8. Jolly, D. The technology transfer process: Concepts, framework and methodology / D. Jolly, T. Creighton // The Journal of Technology Transfer. – 1977. – Vol. 1, № 2. – P. 77–91. – Tekst : elektronnyy.
9. Saunders, M. Research Methods for Business Students / M. Saunders, P. Lewis, A. Thornhill. – 9th ed. – United Kingdom : Pearson, 2023. – URL: https://www.researchgate.net/publication/240218229_Research_Methods_for_Business_Students (data obrascheniya: 13.07.2025). – Tekst : elektronnyy.
10. Yin, R. K. Case Study Research and Applications: Design and Methods / R. K. Yin. – 6th ed. – Los Angeles : SAGE Publications, 2017. – 511 p. – URL: https://books.google.nl/books?id=6DwmDwAAQBAJ (data obrascheniya: 13.07.2025). – Tekst : elektronnyy.
11. Benninga, S. Financial modeling / S. Benninga. – 4th ed. – Cambridge, Massachusetts : The MIT Press, 2014. – 1111 p. – URL: https://gc.scalahed.com/recursos/files/r161r/w25540w/D1FZ114_S7_R1.pdf (data obrascheniya: 13.07.2025). – Tekst : elektronnyy.
12. Alphabet Inc. Annual report pursuant to section 13 or 15(d) of the securities exchange act of 1934 : for the fiscal year ended December 31, 2023. – URL: https://abc.xyz/assets/cd/e4/f4839f4d49fe914d66ed55196ffd/goog-10-k-2023-final.pdf (data obrascheniya: 13.07.2025). – Tekst : elektronnyy.
13. Detsky Mir - Company Financials. – URL: https://www.bain.com/globalassets/noindex/2023/detsky-mir-financials.pdf (data obrascheniya: 21.06.2024). – Tekst : elektronnyy.
14. Lenta - Company Financials. – URL: https://www.bain.com/globalassets/noindex/2023/lenta-financials.pdf (data obrascheniya: 21.06.2024). – Tekst : elektronnyy.
15. O’Key Group - Company Financials. – URL: https://www.bain.com/globalassets/noindex/2023/okey-group-financials.pdf (data obrascheniya: 21.06.2024). – Tekst : elektronnyy.
16. Magnit Financial Analysis. – URL: https://bench.co/blog/financial-statements/magnit-financial-statements/ (data obrascheniya: 01.07.2024). – Tekst : elektronnyy.
17. Walmart Financial Analysis. – URL: https://bench.co/blog/financial-statements/walmart-financial-statements/ (data obrascheniya: 01.07.2024). – Tekst : elektronnyy.
18. X5 Retail Group Financial Analysis. – URL: https://bench.co/blog/financial-statements/x5-retail-group-financial-statements/ (data obrascheniya: 01.07.2024). – Tekst : elektronnyy.
19. Walmart Inc (WMT) Quarterly Income Statement as of Apr 30 2025 Financial Results - CSIMarket. – URL: https://csimarket.com/stocks/WMT-Income-Statement (data obrascheniya: 01.07.2024). – Tekst : elektronnyy.
20. NH, N. Weekly US and UK Store Openings and Closures Tracker 2024, Week 26: UK Store Openings Up 20% Versus Last Year / N. NH. – Coresight Research, 2024. – URL: https://coresight.com/research/weekly-us-and-uk-store-openings-and-closures-tracker-2024-week-26-uk-openings-up-20/ (data obrascheniya: 01.07.2024). – Tekst : elektronnyy.
21. Kolomiec, V. Piramida finansovo-operacionnogo analiza effektivnosti Dyupon dlya oflayn FMCG riteyla : figure / V. Kolomiec. – URL: https://figshare.com/articles/figure/___-_______FMCG_/30031852/1 (data obrascheniya: 03.09.2025). – Tekst : elektronnyy.
22. Kolomiec, V. Integrativnaya model' Dyupon-SCOR dlya prioritizacii gipotez A/B-testirovaniya i kompleksnoy ocenki effektivnosti eksperimentov v oflayn riteyle : figure / V. Kolomiec. – URL: https://figshare.com/articles/figure/____-SCOR____A_B-__________/30042433/1 (data obrascheniya: 04.09.2025). – Tekst : elektronnyy.
23. Kolomiec, V. Struktura ROAR: Ciklicheskiy podhod k formulirovaniyu celey A/B-testirovaniya dlya ocenki vliyaniya na oflayn-roznichnuyu torgovlyu : figure / V. Kolomiec. – URL: https://figshare.com/articles/figure/__ROAR______A_B-______-___/30042865/1 (data obrascheniya: 04.09.2025). – Tekst : elektronnyy.
