¿Cuál es su estrategia para ajustar el surtido de productos en función de los comentarios de los clientes?

Consider tapping into the expertise of partners along the supply chain at every stage. For instance, retailers can gain valuable insights from suppliers or potential suppliers by having open discussions. Integrating feedback from their respective R&D departments can be a very powerful, particularly in driving product innovations.

Our strategy for adjusting product assortment based on customer feedback involves collecting feedback from multiple sources. By gathering insights from various channels such as surveys, reviews, social media, and direct customer interactions, we are able to gain a comprehensive understanding of our customers' preferences and needs. This allows us to make informed decisions about which products to add, remove, or modify in order to better meet the demands of our customers

Our strategy for adjusting product assortment is simple: listen to customer feedback! 🛍️💬 We analyze suggestions and preferences to refine our offerings, ensuring we meet your needs. Your feedback drives our product decisions! #CustomerFeedback #ProductAssortment #CustomerFirst

One thing I would do besides feedback is to check the best practices in the market and evaluate the success rate of the product assortment in the targeted channels.

Collecting shopper and customer feedback within retail can come from different sources (internal & external) and it can be quantitative as well as qualitative. Think of sales data, household or retail panel data, survey´s and studies, loyalty cards, service lines ... It´s very important to not get lost in data but to prioritize and align the different angles to generate a clearer perspective. Last but not least - you want to turn those data points into insights and use this insights to derive actions - especially regarding the product assortment.

Within retail we focus on mostly quantitative data from external sources like NIQ, Circana or GfK-CPS. We match the data with internal KPI´s to benchmark us vs. the market or our competitors. this helps to identify gaps and potentials in different dimensions such as shopper type, category or article. Fair-share analysis or value potential exploitation methodology are widely used, especially if the data is available and reliable (not the case in every country or category).

When it comes to adjusting our product assortment based on customer feedback, we make sure to thoroughly analyze the feedback we receive in order to uncover valuable insights and patterns. By using advanced analytics tools and techniques, we are able to identify common themes, trends, and preferences among our customers. This allows us to make data-driven decisions that are aligned with the needs and preferences of our target audience. By continuously analyzing feedback for insights and patterns, we can ensure that our product assortment remains relevant and appealing to our customers.

When prioritizing customer feedback, the evaluation of cannibalization effects between products is a crucial aspect of category management, particularly when curating assortments to meet diverse customer demands. It's essentially a scenario in which products within the same category compete with each other for market share, potentially leading to decreased overall profitability if not managed effectively. This evaluation allows us to optimize assortment, meet customer needs, maximize revenue and margins, and improve inventory management, ultimately driving long-term success in category management.

When it comes to prioritizing feedback for adjusting our product assortment, we take into consideration both the impact and feasibility of implementing the suggested changes. We carefully assess the potential impact that each piece of feedback could have on our customers and business goals. Additionally, we evaluate the feasibility of implementing the suggested changes based on factors such as resources, time constraints, and technical limitations. By prioritizing feedback based on impact and feasibility, we are able to focus on making changes that will have the greatest positive effect on our customers and business operations.

Testing feedback before making changes is a crucial step in ensuring that the adjustments we make are effective and well-received by our customers. By conducting thorough testing, we can gather valuable insights on how customers respond to the proposed changes and identify any potential issues or areas for improvement. This allows us to make informed decisions based on real-world data and feedback, ultimately leading to more successful outcomes. Testing feedback before implementing changes helps us to validate our assumptions, refine our strategies, and ensure that the adjustments we make align with the needs and preferences of our customers.

Whatever the results of the analysis - this is just the starting point for taking actions and deriving measures in the categories. As soon as you´ve developed a plan for optimising your category assortment wise you want to think about how to actually transform this into a better shopper experience in the store. It´s quite typical to simulate all the assortment changes with their impact regarding merchandising in a planogram and there are a couple of useful tools around from companies like RELEX, BlueYonder (JDA) or NIQ (Nielsen). If you really try something new regarding merchandising within the category a real in-store tes is always necessary.

Whatever you do - testing or implementing something - you should always be aware of the results. Mandatory are always the hard facts like rotation, sales, turnover, space productivity, time at the shelf etc. But especially with changes that are quite different from the merchandising situation in the market (or from what you´ve done before) you should also try to get shopper feedback on qualitative issues like attractiveness, overall orientation, ease-of-use etc.

Implementing feedback and monitoring performance are essential steps in the continuous improvement process. Once we have gathered and tested feedback, we will proceed with implementing the suggested changes to our product assortment. It is important to closely monitor the performance of these changes to assess their impact on customer satisfaction, engagement, and overall business objectives. By tracking key performance indicators and analyzing data, we can evaluate the effectiveness of the implemented feedback and make any necessary adjustments to further optimize our product assortment.