Most retailers have embraced A/B testing on their websites, but the same discipline is rarely applied to email, merchandising, content, or the in-store experience. As a result, many important decisions across the business are still made on instinct rather than evidence. These experimentation leaders will discuss how to extend testing beyond product pages, design experiments that answer real commercial questions, build lightweight test-and-learn frameworks that don't require a large data science team, and create feedback loops that quickly turn winning tests into standard practice. 

• Extending A/B testing discipline from PDPs into email, onsite content, and in‑store experiences 
• Designing experiments that answer real commercial questions, not just curiosity tests 
• Building lightweight test‑and‑learn frameworks teams can run without a data science army 
• Creating feedback loops so winning tests quickly become standard practice