🎓 Definition

The depth defines the number of variants available for one product.

The Range Depth generally represents product attributes on which customers can switch easily.

🧪 Example of Range Depth

For example, within the Fruit category:

  • Varieties: A store might stock multiple apple types - gala, granny smith, Honeycrisp, and more.
  • Range Depth: Essentially, it's the count of different apple varieties on offer.

But there's more to it:

  • Substitution Ease: Within the Rice category, if a customer can't find a 1 KG Jasmine Rice, they might just as easily pick a 0.5 KG Jasmine Rice pack.

In essence, Range Depth not only offers choices but also ensures that customers can make effortless switches when their preferred variant isn't available.

❓What is used for
  • Increased customer satisfaction: By offering a wide range of options within a product category, Retailers can meet the diverse needs and preferences of their customers. This can lead to increased customer satisfaction, as customers are more likely to find the specific products they are looking for.
  • Increased sales: Able to increase their sales, as customers are more likely to make a purchase when they have a wider selection of options to choose from.
  • Increased market share: Able to capture a larger share of the market, as Retailers are able to appeal to a wider range of customers.
  • Increased profitability: Retailers with a deep range of products may be able to achieve economies of scale, as they can purchase products in larger quantities and negotiate better prices with Suppliers. This can lead to increased profitability.
  • Increased competitiveness: Differentiate themselves from competitors and establish themselves as a go-to destination for customers looking for a wide variety of options within a product category.
Learn more about Range Depth
Range Breadth
Range Structure