Stage 2 - Range Tools
Insights and tools will help in the analysis and formation of the best range to meet our objectives
Category Development Tools
Category Vision – opportunities for growth
Shopper Segmentation – target shoppers
Category Vision Interactive
Playbook
Female Shopper typologies
Male shopper typologies
Category Management Tools
Nielsen Excel ranging tools to analyse current performance.
Use this to determine core ranging (must haves), and peripheral ranging (choice / point of difference).
Use this to determine if a retailer is over or under ranged by a particular attribute vs the competition
Use this to compare ranges and SKU performance across multiple retailers and attributes. Highlights range gaps.
Range Attribute Matrix (RAM)
An easy visual tool to analyse and develop the range:
Breaks down decision criteria
Each box covers unique typology, need or occasion
Identifies duplication and gaps
Flex to meet objectives and category growth
Logical approach even if you have little market data
Foundation of merchandising plans
Insight Sources
Enhance the ranging and merchandising decisions with other data sets to ensure informed, fact based recommendations. Here are some example data sources to consider:
