Thorntons is continuing to fuel its innovation with Applied Predictive Technologies. 

Thorntons has officially renewed its license of Applied Predictive Technologies’ (APT) Test & Learn technologies. Their license agreement includes APT’s Test & Learn for Sites, Test & Learn for Customers and Market Basket Analyzer software.

Thorntons joins industry leaders, including Wawa, Sunoco, Maverik and United Dairy Farmers, in leveraging APT’s Test & Learn software to design and analyze in-market business experiments. Test & Learn provides companies with a highly accurate, advanced and intuitive software capability to understand if a new program works, where it works best and where there are opportunities to tailor it to maximize profitability.

“We have used APT’s Test & Learn for Sites software to evaluate and refine a range of initiatives, including our fuel pricing strategy, remodels, foodservice offering, alternative fuel introductions and more. Since we initially licensed Test & Learn in 2012, it has touched nearly every facet of our business, and we continue to use test results to guide multi-million dollar investments across marketing, merchandising, labor and capital expenditure projects,” said Tony Harris, president of Thorntons.

“Recently, we have also leveraged APT’s Test & Learn for Customers software to optimize our Refreshing Rewards program. By analyzing each of our loyalty initiatives in Test & Learn, we are able to better understand which products we should offer to which guests at what time,” Harris continued. “Additionally, aggregating learnings in the software’s Loyalty Dashboard allows us to gain a more holistic picture of how Refreshing Rewards is performing, while fostering a rapid, high-volume testing culture within our organization.”

In addition to Test & Learn, Thorntons has renewed its license of APT’s Market Basket Analyzer software. APT Market Basket Analyzer is a fast, flexible software platform that puts basket-level insights at the fingertips of decision-makers. Using transaction-level data, APT Market Basket Analyzer produces a wide variety of insights to help target marketing and merchandising decisions at strategic and tactical levels.

“Having the ability to link Market Basket Analyzer to Test & Learn analyses gives us a deeper understanding of test results. For example, we can understand what else people are buying with promoted items, which types of guests are redeeming each offer and more,” Harris commented.

“It has been a pleasure working with Thorntons, a leader in the convenience retail space, to institutionalize Test & Learn over the past four years. We are excited that Thorntons will continue to leverage APT’s product suite to fuel their data-driven decision-making,” Dean de la Peña, vice president at APT, said.