Sortimentsstyrning

Sortimentsstyrning, also known as assortment management, refers to the systematic process of selecting, arranging, and adjusting the product mix offered by a retailer or manufacturer. The goal is to align the assortment with consumer demand, store layout, and business objectives while optimizing inventory turnover, shelf space, and profitability. This practice is essential in both physical and omnichannel environments, where the breadth and depth of product categories directly influence customer experience and competitive advantage.

The process typically begins with market research and consumer segmentation to identify target demographics and purchase behaviors. Retailers then analyze sales data, seasonal trends, and supplier capabilities to determine which products should be introduced, maintained, or discontinued. Strategic decisions include defining category levels, setting minimum and maximum assortment sizes, and prioritizing high‑margin or high‑rotation items. Once the assortment is configured, merchandising teams plan visual display and placement to encourage cross‑selling and clear visible product alignment across store locations.

Data analytics play a central role in sortimentsstyrning. Techniques such as market basket analysis, price elasticity modeling, and forecasting are used to predict demand and adjust inventory levels accordingly. Retailers often employ merchandising software or specialized assortment planning tools to handle complex variables and simulate different scenarios. Feedback loops from sales performance, customer surveys, and stock-out incidents help refine the assortment over time.

Effective sortimentsstyrning yields multiple benefits: improved inventory efficiency, reduced markdowns, higher sales conversion rates, and stronger brand positioning. Challenges include balancing local preferences with corporate standards, managing large product catalogs, and integrating supply chain constraints. By continuously adapting the assortment to evolving market conditions, retailers can maintain relevance, meet customer expectations, and drive sustainable growth.