Greg Thain

“A well-planned category will satisfy the largest proportion of shoppers, actualise every potential sale and prompt unplanned purchases. Profits will be affected by the mix of sales: the range should price-discriminate, satisfying price-sensitive customers while earning higher margins from quality-sensitive shoppers. For many retailers, category planning also involves promoting their private label brands.”

Greg Thain, Store Wars: The Worldwide Battle for Mindspace and Shelfspace, Online and In-store
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