Simplifying assortment increased shopper spend and sped up the shopping trip

Objective

The retailer needed clarity on:

• Should we cut back our assortment?
• Which products can we remove without hurting sales?
• Will simplification help shoppers move faster, especially during the pandemic?

What We Tested

• Three levels of assortment reduction
• Different brand combinations removed
• Over 3,000 shoppers

Results

• +7% increase in category spend, even with fewer SKUs
• +5% faster shopping trips, showing simplification worked for both the business and the shopper