Expertise
Category & pricing
A category works when assortment, price points and presentation tell one clear story. I help retailers and suppliers make those choices with a practical view of what happens on the shelf.
How I can help
- 01
Assortment decisions
Which products a range needs, where overlap costs money, and how to balance newness with proven sellers.
- 02
Price points
How price ladders, entry prices and promotions influence the shopper, and how they relate to positioning and margin.
- 03
A coherent proposition
Bringing range, price and presentation together so the category is easy to understand for the shopper and workable for the retailer.
Typical questions
- Is our assortment too broad, too narrow or simply unclear?
- Which price points does this category need?
- How do we build a proposition that a retail buyer understands immediately?
Articles
- At a discounter, you don’t negotiate price. You negotiate the price point.Most suppliers walk into a discount buyer with a cost price and hope for the best. That is the wrong order.
- Not every new item belongs in every store.Every year, suppliers launch dozens of new items. The classic mistake is pushing all of them to every customer.
Other areas of expertise
Have a question in this area?
Send a short description of your organisation and the question. I will let you know whether my experience fits.