Retailer Assortment and Merchandising Plan

  • Constant Berkhout


Berkhout takes readers through a step-by-step plan addressing how differences in assortment size, the type of assortment, the way of merchandising, shopper characteristics and types of shopping missions lead to one integrated assortment and merchandising plan. Category managers take the desired retail brand image as input and work out how they define the category and which products are given special functions such as key value items and traffic builders. The assortment role framework supports decision-making on the type and number of brands in the category. The chapter ends with examples for online and brick-and-mortar stores.


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  3. Floor, K. (2006). Branding a Store: How to Build Successful Retail Brands in a Changing Marketplace. Kogan Page.Google Scholar
  4. Wall Street Journal. (28 June 2017). [Online]. Retrieved June 23, 2018, from, author Sharon Terlep.

Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Constant Berkhout
    • 1
  1. 1.Rijnbrug AdviesUtrechtThe Netherlands

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