🎓 Definition

The Range breadth defines the extent of the:

  • Width (up to what varied of product types segmentation do we go)
  • Depth (up to how many options do we propose).

🧪 Example of Range Breadth

In the Ice Cream Category, a Retailer offers a range of ice cream product types, such as Pints and Novelty.

Within the Pint, the Retailer may offer 10 different flavors, such as vanilla, chocolate, strawberry, mint chocolate chip, and rocky road. And within the Novelty, the Retailer may offer ice cream bars, sandwiches, and popsicles.

The range breadth would be the total number of distinct product lines across all product types within the Ice Cream Category.

❓What is used for

Assortment strategies, when executed right:

  • Boost sales and expand customer reach.
  • Influence customers' buying decisions by determining which products they interact with.

Examples:

  • Seasonal Offerings: An ice cream shop might stock refreshing flavors in summer, and unique ones in the monsoon. Similarly, clothing stores may offer beachwear in summer and cozy jackets in winter.
  • Strategic Placement: Supermarkets often place complementary items, like toothbrushes next to toothpaste, prompting customers to buy more.

However, it's not always a win-win:

  • Too Much Variety: Can overwhelm and deter customers.
  • Too Little Variety: May underwhelm customers, affecting sales negatively.

The takeaway? Extensive market research is crucial! Retailers must understand their target customers, the store's location, the prevailing climate, and other customer preferences before setting an assortment strategy.

💡Quick Tips

In smaller store formats, Range Breadth is even more vital. With limited space and shopper basket size, choices must be strategic and impactful.

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Learn more about Range Breadth
Range Width
Range Depth
Assortment Optimization