A grocery retailer · Retail

# Simplifying assortment increased shopper spend and sped up the shopping trip

Why simplifying the shelf drove growth during disruption.

30 December 2025

## 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