IAA 2016 Effective Ranging

The award for Effective ranging, in association with Coca-Cola European Partners:

Winner: Amish Shingadia, Shingadia’s Londis Caterways & Post Office, Horsham

ccep-newAmish stood out because of the science behind his decisions. He sets clear targets for categories and monitors them frequently to keep his finger on the pulse. A team member analyses three sections each week by walking the shop so they know which products to delist and can find successful ones to replace them.

Amish has done customer surveys to find out what products his customers want, uses suppliers’ expertise find the best range and experiments with stock in promotional bays, analysing the results to work out future bestsellers.

Secrets to Effective Ranging success:

Winner: Amish Shingadia
Store name: Shingadia’s Londis Caterways & Post Office, Horsham
Learn more about Effective Ranging

  1. Amish has sales and profitability targets for each category. He works with Londis and manufacturers to ensure he has the best range in place to allow him to hit them.
  2. One member of Amish’s staff is responsible for analysing three sections per week. Slow sellers are delisted and replacements are introduced.
  3. When Amish found a bay of pet food that wasn’t selling, he replaced it with local products, and now plans to create a dedicated dairy-free section. He uses customer surveys to help plan his range.

To see the full list of finalists, visit our IAA page.


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