Retailers are continually challenged to provide a high level of variety that is attractive to shoppers while simultaneously optimizing space productivity. This leads inevitably to the question, "How much variety is enough?" This equation is made more complex when retailers also strive to tailor merchandising to variations in local demand and to target specific shopper segments. Armed with insights about consumer demand, retailers discover that one assortment no longer fits all stores and they redefine their category objectives by store and store-cluster. This leads to a second key question: "What is the right assortment for the shoppers who shop in this store?"
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