MMR Research develops range optimisation tool
New tool helps determine product range structure
MMR Research has created a new range optimisation tool that is claimed to help CPG (consumer packaged goods) brands and retailers decide the optimum size and structure of product ranges. The SURF (Steal and Unduplicated Reach and Frequency) tool measures and calculates the predicted impact on sales if any change is made to the product line-up, making it suitable for testing the impact of a range extension or rationalisation of a range, according to MMR who says it is particularly suitable for brands with multiple skus in the same category.
The SURF tool works by providing an involved choice-based process for respondants; feedback is more considered and representative of in-store purchase decisions and it is said to be more advanced than the current industry standard, TURF (Total Unduplicated Reach and Frequency) which relies on appeal to assess overlap and breadth or interest when making its decisions.
“There is a real need for better, more detailed information to help facilitate accurate range selection decisions,” said Mat Lintern, md, MMR Research Worldwide. “SURF answers important questions such as from which product is a sku stealing? How likely is a new sku to cannibalise the existing range?”
