Effective ranging – Academy in Action 2021 follow-up

Last September, the IAA and Coca-Cola Europacific Partners visited Gita Patel’s store in Manchester to help her improve her ranging. Three months on, we find out what she’s achieved

Effective ranging – Academy in Action 2021 main

Academy in action follow-up

Each year as part of the IAA’s Academy in Action programme, we visit 10 independent retailers to help them make simple improvements in their stores in order to increase sales and profits.

IAA advice

1Rationalise ranges to give three options – good, better and best

2Record soft drinks restocking to understand fast and slow sellers

3Promote new products on gondola ends and online to boost sales

The results

“Following Heidi’s advice we rationalised our ranges, starting with soft drinks. We delisted the overall slow-selling lines and reduced squash to ensure no categories are overrepresented and remerchandised the drinks. Then we moved to crisps, reducing the number of flavours and relocating them on gondola ends, which has resulted in a 5% sales increase. Next, we are planning to work on grocery. Our ordering has improved and it’s much easier now. Our soft drinks sales have grown by 20%.”

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