Assortment and Merchandising Strategy

Demonstrating how retailers can tap into shoppers’ needs for variety without increasing complexity and stress, this innovative book combines cutting-edge research with hands-on, practical frameworks.

Experts in the retail sector have long been convinced that small assortments are more appealing to shoppers than large selections of products; in other words, less is more. However, the human brain has an innate need for variety.

Addressing this challenge Constant Berkhout offers practical merchandising guidelines both for stores and online retailers. Indeed, studies show that it is not the actual size of assortment that drives traffic to online stores, but the perception of assortment variety. The author illustrates how decisions around assortment and visual merchandising must be made in conjunction with each other, rather than separately, and provides a step-by-step plan to do so.

Grounded on shopper needs, emotions and behaviours that apply to both online and brick-and-mortar stores, this book integrates assortment and merchandise thinking and takes a human and shopper perspective. With practical frameworks that can easily be implemented in real-life situations along with examples from a number of retail sectors, Assortment and Merchandising Strategy provides a deeper and much-needed understanding of how shoppers process information, and the strategies that retailers must adopt in order to satisfy and retain their customers.

“This book provides a comprehensive yet easy-to-read account of current knowledge related to assortment and merchandising decisions. It uncovers the interdependencies between these decisions from the shoppers’ perspective, and translates academic insights and experience-based evidence into practical guidelines. A strongly-recommended read for suppliers and retailers alike!” (Els Gijsbrechts, Professor, Tilburg University, the Netherlands)

“Today, shoppers often struggle with endless assortments. Berkhout offers visionary shopper-focused solutions to tackle this so-called assortment anxiety. The book provides both tactical and strategic approaches on how to create more variety without increasing complexity. A must-read for all retail professionals.” (Ari Akseli, President, Grocery Trade, Kesko)

“In a time of disruption, where consumers’ needs are rapidly changing, all shops are in need of a rethinking in the way they facilitate customer interaction. This book offers complete support, academically solid yet focused on practical insights, for both online and offline product representation.  Berkhout has created a guide to successfully manage the ‘magic cube’ of complex assortment and create value by optimizing shelf space.” (Eric van der Hoeven, Vice-President Growth through Engagement, Danone Early Life Nutrition)

“Comprehensive in its coverage, this book is all about integration: assortment with merchandising, online with offline, insights into shopper psychology with economically viable retail strategy. Based on solid research but written for the practitioner, this book brings together shopper behaviour and retailer objectives to generate principles that can be applied to all categories.” (Koen Pauwels, Distinguished Professor, Northeastern University, USA)

“Berkhout does an amazing job bringing simplicity and clarity to the complex and often debated world of assortment and merchandising.  He not only makes itrelevant in the still large world of physical stores but also in the new and emerging digital world of online shopping.  This book is a must-have guide for those wanting to grow sales and satisfy their shoppers.” (Bob Nolan, Senior Vice-President, Conagra Brands)

“Rapid changes in technology, online landscape and shopper expectations call for a new approach to assortment management Assortment and Merchandising Strategy provides practical frameworks and valuable insights that get you started straight-away. Best practices from Berkhout’s vast retail experience and the wealth of academic insights on shopper decision-making make this book an essential handbook on assortment and merchandising.” (David Moore, International Retail & Development Director, SPAR International)

Constant Berkhout is the Owner & Founder of Rijnbrug Advies, a retail marketing and shopper insights consultancy. With a passion for retail and over 20 years of experience, Constant explores new ways to grow product categories and connect with shoppers. His consultancy has clients in Europe, the Middle East and Asia, including SPAR, Migros, Danone, GrandVision, JDE, Conagra, Sonos, and Novartis. Previously, Constant worked at Ahold Delhaize, P&G and PepsiCo.

Having studied at the University of Groningen in the Netherlands, and obtained a Cum Laude Master of Science in Economics with a major in Marketing, Constant’s curiosity and career has led him to travel across the world and live in the USA, Argentina and the UK. He is also the author of Retail Marketing Strategy, Delivering Shopper Delight (2016).