The dynamics of assortment,
merchandising, space, price and promotion differ considerably depending on the
role of the category. For instance, a destination category is likely to have an
exhaustive assortment, attractive prices, and many red-hot deals. On the other
hand, a convenience category is likely to have a limited assortment of products
that afford good margins.
The retail mix needs to be aligned with category roles and
strategies and it should reflect the retailer’s action plans.
