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Note
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Reference no. 9B05A035
Subject category: Marketing
Authors: Michael R Pearce
Published by: Ivey Publishing
Originally published in: 2005
Version: 2005-12-01
Length: 25 pages
Data source: Published sources

Abstract

Assortment is generally the major element of the retail marketing offer and is central to any effective retail marketing strategy. A well-defined and executed assortment strategy can be powerful in differentiating the total retail offering from other retailers. This note is about the assortment choices that retailers face. Assortment is what the retailer manages; selection is what the customer perceives to be offered by the assortment provided. This note explores assortment strategies, ways of making assortment decisions, category management and more.

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Abstract

Assortment is generally the major element of the retail marketing offer and is central to any effective retail marketing strategy. A well-defined and executed assortment strategy can be powerful in differentiating the total retail offering from other retailers. This note is about the assortment choices that retailers face. Assortment is what the retailer manages; selection is what the customer perceives to be offered by the assortment provided. This note explores assortment strategies, ways of making assortment decisions, category management and more.

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