In today’s fiercely competitive retail landscape, consumer packaged goods (CPG) companies and general merchandise retailers are under immense pressure to innovate, optimize, and deliver value to consumers. Every decision, especially regarding in-store strategies, carries significant weight, with little room for error. The challenge? Traditional testing methods have often been slow, expensive, and lacked the precision needed for confident, timely decision-making.
Enter Liquid Testing™ – Circana’s groundbreaking AI-powered, self-serve tool designed to revolutionize how businesses validate their in-store changes. Launched on January 6, 2026, this innovative solution promises faster, smarter, and more precise insights, empowering companies to confidently measure the sales impact of new products, pricing adjustments, promotions, and shelf placements before a full-scale rollout.
What makes Liquid Testing a game-changer? It directly addresses historical barriers to effective in-store experimentation. Leveraging advanced testing methodologies and granular store-level POS data, the platform delivers:
- Unmatched Precision: Quantify sales impact with store-level accuracy.
- Blazing Speed: What once took weeks or months to analyze can now be configured in minutes and insights delivered in days. This is powered by AI-driven design, automated store matching, and intuitive reporting.
- Integrated Ecosystem: As the latest addition to Circana’s Liquid SaaS portfolio, it seamlessly integrates with Circana’s existing analytics, demand forecasting, and shopper insights products, creating a unified platform from idea generation to validation and launch.
“The future of testing is here,” states Patty Altman, president of Global Solutions for Circana. “Liquid Testing is a major advancement for brand, innovation, and activation teams, providing a fast, easy, integrated platform for clients to run countless tests and validate strategies without risk.”
By enabling businesses to uncover what truly works before committing substantial resources, Liquid Testing significantly reduces launch risk and helps avoid costly failures. It connects testing results directly to shopper behavior and overall store performance, providing clients with the clarity, speed, and confidence essential for launching winning business strategies in an ever-evolving market. Currently, Liquid Testing is available to clients in the US, UK, France, Italy, and Germany.
Circana continues to lead the way in empowering CPG companies, durables manufacturers, and retailers with advanced technology, AI, and data – helping them not just understand their market but actively shape their future growth strategies. With tools like Liquid Testing, businesses can take immediate action to stay ahead in a complex and fast-paced economy.
Source: Original Article
