Case Study: Leading Apparel Retailing Company increases sales revenue with Criteria Corp's CBST and CPI

Leading Apparel Retailer Increases Sales with Criteria

A leading western apparel retailer operating eight stores wanted to boost the productivity of its sales associates and increase sales revenue. Management sought a data-driven way to identify the traits and skills that predict higher sales per hour.

Criteria administered the CBST (basic skills) and the CPI (personality inventory) to the existing sales force and ran a validation study against company performance data. CBST scores correlated .27 with sales (passers, raw score ≥28, averaged $98.02/hr vs $81.45/hr for non-passers, an 18% advantage), CPI Extraversion correlated .35 (top scorers averaged $106.35/hr vs $83.27/hr for the lowest group, a 28% advantage), and the combined CBST+Extraversion validity coefficient was .49 — demonstrating a clear, measurable increase in sales productivity.