LESS IS MORE

LESS IS MORE

“Less is More” in Product Assortment: A Proven Strategy

Just as “too many cooks spoil the broth,” offering too many choices within the same product category can create a similar problem in retail. While the customer may find what they’re looking for, you, as the retailer, risk being left with excess unsold inventory—all in the name of having a "wide range." This locks up working capital that could otherwise be used to replenish fast-moving, high-margin items.

That’s why I firmly believe in the principle: “Less is More” when it comes to product assortment. It doesn’t mean limiting your range—it means curating an optimum mix that aligns with your customer profile and purchasing behavior.

The Product Assortment Matrix is a crucial tool for category managers, buyers, and store owners to evaluate and balance choice with sales velocity and profitability.

A tested and highly effective method is the “Good–Better–Best” strategy, where each category includes:

1. Good – Value-for-money or entry-level option

2. Better – Popular branded or mid-tier product

3. Best – Premium or market-leading brand

This strategy ensures customers have clear, structured choices without overwhelming them. I’ve personally implemented this model with great success—achieving maximum sales, optimal inventory levels, improved cash flow, and high customer satisfaction.

Eg:

CAT	Subcat	Group	Brand	Assortment
Food	Biscuit	Glucose biscuit	Parle	Best
			Tiger	Better
			Sunfeast	Better
			Local Brand	Good