Traditionally brick and mortar retailers, for whatever reason, don't seem to use pilots and rollouts.

At least not to the extent expected.

The closest explanation I can think of is that so much of store operations' focus is on standardization (which itself is a tough problem), that deliberately disturbing standardization seems anathema.

That said, it's definitely changing in some chains. But you'll still get tons of blank looks or red tape in most, if you want to run an experiment like that.