Shelf Review

category optimisation
Category Optimisation
customer engagement category optimisation
Supplier Engagement

Shelf Review

Optimise your product assortment for any scenario by building on customers’ purchasing choices


Shelf Review monitors, evaluates and provides recommendations for your product assortments. This can be as a one-off exercise or be embedded in your category optimisation activity to keep on top of changing dynamics, trends and competitive activity. Shelf Review uses the latest customer science to derive Decision Trees taking account of substitutable products. It's all based on actual customer purchasing behaviours.

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Return on investment you can expect

Overall, our clients achieve a very healthy average Return of 30x their Investment in Year 1.

Sales Increased sales (2-15% uplift) by stocking the products customers want
savings Capital savings by de-stocking unnecessary "substituting" products
customer satisfaction Improved customer satisfaction via higher instock of key products & speed of find

How it helps

Retailers are under real pressure to grow their sales and share against a backdrop of increasing competition and low category growth. You have constraints on the number of products you can stock due to store and supply chain limitations. Traditional approaches to assortment can delist the wrong products, and the cost reductions are outweighed by the larger sales loss.

Actual customer purchase data allows us to understand when product substitutions happen.
Shelf Review is automated and data-led, and can be prompt when assortment or merchandising changes are needed. It does not have to be a one-off intervention.
The three drivers of Coverage, Performance and Relevance optimise the ranging recommendation (Coverage: ensures that all key customer needs are met. Performance: considers the relative importance of products based on key customer and sales metrics. Relevance: ensures that differentiated assortments can be created by store type covering demographics, store size and geography)

How it works

Need states

Understanding different customer needs in a category is essential to building a balanced assortment. Products are clustered based upon how substitutable they are with each other and groups of products are then defined as Need States.

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Decision tree

When the Need States are defined, the user can build a full customer decision tree, understanding how customers shop that category and what are their most important decisions.

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The Add-Order engine is at the heart of Shelf Review ensuring a customer-focused recommended range is produced. This takes into account customer Need States, product performance and store relevancy.

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"Despite the massive range cut, the overall impact on sales and customer satisfaction is positive. Average uplift in sales is 2% and in volume 1.4%, whilst we've had next to no customer complaints."
 Dave LewisTesco CEO