|Author(s): Stephen Needel
Collection: Retail Industry Conference 2005
Keywords: Retail Audit
ESOMAR Best Paper Award 2004/2005
|PDF version (download)|
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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.