Range review
A range review is the periodic decision about which lines to add, keep or delist in a category, typically made once or twice a year.
- Is
- The periodic decision on which lines to add, keep or delist in a category.
- Uses
- Sales, margin, sell-through and availability over the same period, grouped by shopper need.
- Watch for
- Delisting a line that was out of stock, not unwanted.
Updated
Meaning / 01
What it means for retail and category teams
The review draws on a year of evidence: sell-through, margin, supplier terms, competitor moves, space and shopper feedback. Buyers and category managers assess each line's contribution, propose additions and delistings, and negotiate the result with suppliers. The outcome informs the next range and promotional plan.
Stakes / 02
Why it matters
A range review locks in the category's shape until the next one, so it needs evidence recorded through the year as things happened. Teams that only look at the data at review time tend to repeat the last review, because they cannot tell a weak line from one that was out of stock, badly placed or under-promoted.
Example / 03
Illustrative example
The business and figures are illustrative. None of it is customer data.
| Item | Average weekly units, 12 weeks | Weekly units when in stock | Result |
|---|---|---|---|
| Sticky date pudding (in stock 7 of 12 weeks) | 45 | 77 | Keep |
| Lemon tart (in stock 12 of 12 weeks) | 41 | 41 | Delist |
| Tiramisu, 500 g (in stock 12 of 12 weeks) | 38 | 38 | Delist |
| Reference line | Review line: 60 a week | ||
The weakest line on average sells above the line whenever it is in stock.
Read the example as text
Before a spring review of chilled desserts, a category manager lists every line averaging under 60 units a week over the last 12 weeks. Sticky date pudding averages 45 and looks like the clear delist, but it was out of stock for 5 of the 12 weeks after a supplier issue. In the 7 weeks it was available it sold 77 a week. It stays, with availability watched. Lemon tart (41 a week) and a 500 g tiramisu (38 a week) were in stock every week, and they are delisted instead.
Checklist / 04
A practical range review checklist
- State the category's role and what the review needs to change.
- Check sales, gross margin, sell-through and availability over the same period.
- Group products by shopper need so a delisting does not remove the only option for a need.
- For each add or delist, record the expected category effect, stock exit plan and owner.
- Set a date to check whether the new range performed as expected.
Related / 05
Related concepts
Next step
Bring a range decision to a demo
Use a live decision from your category: a line to add, a promotion to assess or a range to review. We can show how the evidence and decision record fit together.
