Simplifying the shelf with the right assortment

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.