The New Alternative

Jill Eastman Vidal, the company’s director of third-party marketing, notes that 1-800-Flowers brands test what’s affordable and low-risk. But the company is open to testing any new idea that has a realistically positive ROI.

Georgina Johnson, marketing director for Joules Ltd., a Leicestershire, England-based apparel cataloger/retailer, says that as a fast-growing entrepreneurial business, Joules seeks out new testing opportunities. Joules uses affiliate programs, PR, newspaper inserts, magazine ads and package inserts. As a small to medium-sized business, Joules remains nimble and flexible, testing new initiatives on short notice as long as the ROI is promising.