Category Merchandising Role Model

  • Constant Berkhout


Not all categories need or deserve special merchandising, and retailers do not have the resources to support all in an exclusive style. To support the resource allocation across categories, Berkhout presents a category merchandising role framework. Based on (perceived) complexity and familiarity, the categories can assume six different roles for the retailer. Each role comes with very specific and practical recommendations on the type of merchandising that meets both the shopper expectations and retailer needs.

Copyright information

© The Author(s) 2019

Authors and Affiliations

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

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