productassortiment

Productassortiment is the set of products that a retailer or manufacturer offers within a specific market or category. It describes not only the number of product lines (breadth or width) but also the variety within each line (depth), and how closely related the offerings are (consistency). An effective productassortiment reflects the needs and preferences of the target customer, as well as the supplier base and the company’s positioning.

Assortment planning involves deciding which products to carry, to what extent (deep versus shallow within lines), and how to balance breadth and depth across the catalog. Retailers use category management, sales history, and forecasting to optimize the mix, considering factors such as seasonality, price tiers, margin potential, space constraints, and channel differences (in-store versus online). A narrow, deep assortment may suit a specialist brand, while a broad assortment serves a mass-market retailer. The structure should align with the retailer’s market segment, supply capabilities, and merchandising strategy.

Impact and metrics: a well-chosen productassortiment can improve product availability, sales, and customer satisfaction, while reducing stockouts and excess inventory. However, it also increases complexity and carrying costs. Ongoing evaluation uses metrics such as assortment coverage, turnover, gross margin return on investment (GMROI), and stock-out rate, with adjustments guided by customer feedback and market trends.