Can you reduce product assortment? Of course you can!

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Author(s): Stephen Needel
Collection: Retail Industry Conference 2005
Keywords: Retail Audit

ESOMAR Best Paper Award 2004/2005
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A main feature of the category management process is the search for an optimal assortment. Improving the assortment is assumed to lead to faster turns, higher profits, and greater customer satisfaction.

This paper presents a series of case studies which show that assortments can be reduced, refined, and optimized. With category uniqueness a roadblock to a general 'theory' of assortment, a set of guidelines for improving the category assortment is presented.




Date of publication: 19.04.2005
ISBN: 92 831 1377 2
Order Code: S297-04
Number of pages: 18

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