Assortment Size and Space

  • Constant Berkhout


With the rise of online, the role of assortment may have become more important for retailers than location and pricing. When it comes to assortment size, suppliers, retailers and shoppers have sometimes conflicting interests. Retailers need to consider shopper restrictions due to cognitive choice and visual capabilities. Solution could be assortment reduction and Berkhout gives many practical examples to make that work. Key to the solution is that the perceived assortment variety is more important than actual size. Finally, Berkhout discusses academic studies that show the limited impact of space elasticities and the effects of “white” space on product aesthetics.


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Copyright information

© The Author(s) 2019

Authors and Affiliations

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

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