One of the fundamental aspects of Category Management and Shopper Marketing is Range.
Ranging Strategy asks and solves:
- What is the role of our category to trade and shoppers?
- How does this impact our point of purchase and category strategy, and ability to achieve our goals?
- In each of the channels we operate, what is the optimum range to ensure efficient stock rotation?
- How should it differ per channel, based on who shops there?
- How do we manage product introductions and deletions?
At ShopAbility, our end-to-end approach to Range covers:
- Insights: analytics and reviews, Shopper Research (behaviour by category and channel)
- Strategy: by category and by channel
- Activation: trial, rollout, pictures of success, measurement & evaluation
- Capability: ranging standards and scorecards, Training for Category, Sales & Field teams
You can return to our Category Management and Shopper Marketing pages here.
Or read further about the other elements of RSVP3:
- Space
- Visibility & Merchandising
- Price (and price promotion)
- Promotion (consumer)
- Persuasion (in store staff)
