Assortment and Merchandising Strategy

Combining cutting-edge research with hands-on, practical frameworks, this innovative book demonstrates how retailers can reduce shopper stress whilst offering a large variety of products. Experts in the retail sector have long been convinced that small assortments are more appealing to shoppers than large selections of products; in other words, less is more. However, the human brain has a need for variety - the seemingly endless number of products available online being evidence of this. Retailers must ensure consumer stress is avoided, whilst also tapping into the fundamental needs of their customers and providing a wide range of products. Addressing this challenge in his book, Constant Berkhout offers solutions based on the way that products are merchandised both within stores and online. Studies show that it is not the actual size of assortment that drives traffic, but the perception of assortment variety. The author illustrates how decisions around assortment and visual merchandising must be made in conjunction with each other, rather than separately. Grounded on shopper needs, emotions and behaviours that apply to both online and brick-and-mortar stores, this book integrates assortment and merchandise thinking and takes a human and shopper perspective. With practical frameworks that can easily be implemented in real-life situations, Assortment and Merchandising Strategy allows the reader to gain a deeper and much-needed understanding of how consumers process information, and the strategies that retailers must adopt in order to satisfy and retain their customers.