TY  JOUR
TI  A DuPont-SCOR Integrative Model for Strategic Alignment of A/B Testing Goals in Offline FMCG Retail
KW  A/B testing
KW  offline retail
KW  FMCG retail
KW  ROILFL
KW  investment efficiency
KW  retail analytics
KW  controlled experiments
KW  brick-and-mortar stores
KW  LFL
KW  like-for-like sales growth
KW  KPI
KW  DuPont-SCOR model
KW  operational efficiency
KW  ROAR framework
JO  JOURNAL OF MONETARY ECONOMICS AND MANAGEMENT
AU  Kolomiets, V.B.
PY  2025
IS  0
PB  ITBO University