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* Retailers testing merchandising layouts across their door base
* Grocers testing whether certain customers respond to loyalty efforts better than others <ref>{{Cite web | url=https://marketdial.com/industries/grocery/ | title=Grocery}}</ref>
* Convenience stores testing if changing the store layout, flow, and design improve store and/or category performance <ref>{{Cite web | url=https://marketdial.com/industries/convenience-stores/ | title=Convenience Stores}}</ref>
* Retailers testing price changes and the impact to the business <ref>{{Cite web | url=https://marketdial.com/industries/retail/ | title=Retail}}</ref>
* The UK government, through research projects such as the College for Teaching and Learning's Close the Gap: Test and learn <ref>{{Cite web | url=https://www.gov.uk/government/publications/closing-the-gap-test-and-learn | title=Closing the gap: Test and learn}}</ref>
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