Simplifying the Shelf with the Right Assortment

Analytics: Assortment

A leading alcoholic beverage manufacturer felt it was important to take a rigorous, disciplined approach to assortment. The client wanted to simplify the shelf for consumers to maximize the shopper experience and category performance.

Circana partnered with the client to establish a shopper-first best practice grounded in incrementality for managing assortment. We found up to 20% of items could be removed from the shelf with no negative impact on the category. In fact, removing redundant, unproductive SKUs could help grow category sales up to 5%. The client had a proven approach to grow the category by optimizing shelf flow, space, and assortment based on how consumers shop for beer.

By the end of the year, almost 15,000 retailer accounts had implemented this shopper-first strategy. The client was recognized for its excellence in innovative, profit-generating, and shopper-centric category management platforms across all of CPG.