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:

  1. Insights: analytics and reviews, Shopper Research (behaviour by category and channel)
  2. Strategy: by category and by channel
  3. Activation: trial, rollout, pictures of success, measurement & evaluation
  4. 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: