{"id":6785,"date":"2026-04-16T10:26:20","date_gmt":"2026-04-16T09:26:20","guid":{"rendered":"https:\/\/newtonimpact.com\/?post_type=content_library&#038;p=6785"},"modified":"2026-04-16T17:14:49","modified_gmt":"2026-04-16T16:14:49","slug":"all-or-nothing-how-can-you-break-free-from-the-boom-and-bust-range-proliferation-cycle","status":"publish","type":"content_library","link":"https:\/\/newtonimpact.com\/en-us\/content-library\/blog\/all-or-nothing-how-can-you-break-free-from-the-boom-and-bust-range-proliferation-cycle\/","title":{"rendered":"All or nothing: How can you\u00a0break free\u00a0from\u00a0the\u00a0boom and bust\u00a0range proliferation cycle?"},"content":{"rendered":"\n        <section id=\"\" class=\"align wp-block-acf-single-item-header\">\n            <div class=\"block \">\n                            <div class=\"block-inner add-visible\">\n                \n<div class=\"grid-wrapper-10\">\n    <a href=\"#\" id=\"back-link\" class=\"font-label\">Take Me Back<\/a>\n\n    <h1>All or nothing: How can you\u00a0break free\u00a0from\u00a0the\u00a0boom and bust\u00a0range proliferation cycle?<\/h1>\n    <p class=\"author\">By Max James<\/p>\n\n    <div class=\"post-info-wrapper\">\n        <!-- author role -->\n                    <p class=\"font-label\">Director<\/p>\n            <span class=\"dot\"><\/span>\n                <!-- post type -->\n                            <p class=\"font-label\">Blog<\/p>\n                    <span class=\"dot\"><\/span>\n                        <!-- reading time -->\n                    <p class=\"font-label\">7 min<\/p>\n            <span class=\"dot\"><\/span>\n                <!-- date -->\n        <p class=\"font-label\">16th April 2026<\/p>\n    <\/div>\n<\/div>\n\n            <\/div>\n            <\/div>\n        <\/section>\n\n    \n\n\n        <section id=\"\" class=\"align wp-block-acf-single-image-full-width\">\n            <div class=\"block \">\n                            <div class=\"block-inner add-visible\">\n                \n    <div class=\"grid-wrapper-10\">\n    <div class=\"image-wrapper\">\n                <img decoding=\"async\" src=\"https:\/\/newtonimpact.com\/wp-content\/uploads\/2026\/04\/mother-with-daughter-shopping-grocery-store-1-scaled.jpg\" alt=\"\">\n    <\/div>\n    <\/div>\n\n            <\/div>\n            <\/div>\n        <\/section>\n\n    \n\n\n        <section id=\"\" class=\"align wp-block-acf-text has-background has-offwhite-background-color\">\n            <div class=\"block \">\n                            <div class=\"block-inner add-visible\">\n                \n<div class=\"block-align left\">\n            <!-- General headline styles are set in common.scss -->\n\n<hgroup class=\"headline-wrapper  \" role=\"group\" aria-roledescription=\"Heading group\">\n                <h2 aria-roledescription=\"subtitle\" class=\"main-title small\">Retailers and consumer packaged goods businesses can fall into the trap of growing their offering to the point that consumers are overwhelmed with choice.<\/h2>\n        <\/hgroup>\n    \n    <div class=\"wysiwyg\">\n        <p>But it doesn\u2019t have to be that way. Make the right range choices and the results speak for themselves:<\/p>\n<ul>\n<li>2-5% increase in sales driven by improved range availability on reduced range<\/li>\n<li>10%+ improvement in availability for customers driven by reduced range, increased stock levels and easier pick and replenishment<\/li>\n<li>10%+ improvement in store and warehouse productivity driven by reduced range and pick and replenishment frequency<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><strong><span class=\"TextRun SCXW16536654 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW16536654 BCX8\">Max James<\/span><span class=\"NormalTextRun SCXW16536654 BCX8\">, Retail and Consumer Goods\u00a0<\/span><span class=\"NormalTextRun SCXW16536654 BCX8\">Director<\/span><span class=\"NormalTextRun SCXW16536654 BCX8\">\u00a0at Newton, <\/span><\/span><\/strong><span class=\"TextRun SCXW16536654 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW16536654 BCX8\">has been working with leading retailers<\/span><\/span><span class=\"TextRun SCXW16536654 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW16536654 BCX8\">\u00a0and CPGs<\/span><span class=\"NormalTextRun SCXW16536654 BCX8\">\u00a0to achieve these outcomes \u2013 delivering win-wins for both businesses and customers. Here, he reveals the root causes of excessive range proliferation and how to strike the\u00a0<\/span><span class=\"NormalTextRun SCXW16536654 BCX8\">optimal<\/span><span class=\"NormalTextRun SCXW16536654 BCX8\">\u00a0balance between developing innovations that excite customers and the practical considerations of cost and capacity.\u00a0<\/span><\/span><\/p>\n<p><span data-contrast=\"auto\">There are many good reasons to\u00a0grow your range.\u00a0Whilst\u00a0I sometimes wonder if the supply chain might be happier with the simplicity of a \u2018range of one\u2019,\u00a0we can all agree that it is unlikely to be the\u00a0optimum.\u00a0Google AI\u00a0suggests that\u00a0Crocs\u00a0is a good example of a successful business with\u00a0a\u00a0single product\u00a0focus\u00a0but\u00a0even\u00a0it is\u00a0now selling everything from flip flops to tote bags.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span class=\"TextRun SCXW92190220 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW92190220 BCX8\">Each incremental\u00a0<\/span><span class=\"NormalTextRun ContextualSpellingAndGrammarErrorV2Themed SCXW92190220 BCX8\">range<\/span><span class=\"NormalTextRun SCXW92190220 BCX8\">\u00a0choice can feel like a no\u00a0<\/span><span class=\"NormalTextRun SCXW92190220 BCX8\">brainer,<\/span><span class=\"NormalTextRun SCXW92190220 BCX8\">\u00a0offering shoppers\u00a0<\/span><span class=\"NormalTextRun SCXW92190220 BCX8\">additional<\/span><span class=\"NormalTextRun SCXW92190220 BCX8\">\u00a0choice with\u00a0<\/span><span class=\"NormalTextRun SCXW92190220 BCX8\">little to no measured\u00a0<\/span><span class=\"NormalTextRun SCXW92190220 BCX8\">additional<\/span><span class=\"NormalTextRun SCXW92190220 BCX8\">\u00a0cost of complexity<\/span><span class=\"NormalTextRun SCXW92190220 BCX8\">. From the CPG\u00a0<\/span><span class=\"NormalTextRun SCXW92190220 BCX8\">angle,<\/span><span class=\"NormalTextRun SCXW92190220 BCX8\">\u00a0it may even offer\u00a0<\/span><span class=\"NormalTextRun SCXW92190220 BCX8\">additional<\/span><span class=\"NormalTextRun SCXW92190220 BCX8\"> shelf space over your competitors.<\/span><\/span><\/p>\n    <\/div>\n<\/div>\n\n            <\/div>\n            <\/div>\n        <\/section>\n\n    \n\n\n        <section id=\"\" class=\"align wp-block-acf-image-and-text\">\n            <div class=\"block \">\n                            <div class=\"block-inner add-visible\">\n                \n<div class=\"content-wrapper image_left\">\n    <div class=\"image-col add-visible\">\n                <img decoding=\"async\" src=\"https:\/\/newtonimpact.com\/wp-content\/uploads\/2026\/04\/abundance-healthy-food-choices-supermarket-aisle-generated-by-ai-scaled.jpg\" alt=\"\">\n    <\/div>\n\n    <div class=\"text-col\">\n        <!-- General headline styles are set in common.scss -->\n\n<hgroup class=\"headline-wrapper  \" role=\"group\" aria-roledescription=\"Heading group\">\n            <\/hgroup>\n\n        <div class=\"wysiwyg\">\n            <p><span data-contrast=\"auto\">However, this incremental\u00a0range\u00a0growth has an inevitable outcome if left unchecked for a number of years.\u00a0Eventually, you take a step back and\u00a0realise\u00a0that shoppers have\u00a0become overwhelmed by options\u00a0and are finding\u00a0it hard to locate what they actually want. Items compete for\u00a0share\u00a0of shelf and web page, crowding one another out. Brand impact is lost in the\u00a0category\u00a0noise. Stock levels fall as product numbers rise. Out-of-stocks get\u00a0out of control. Efficiency is affected, as store and warehouse staff struggle to pick and replenish.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">In response, products are delisted,\u00a0impacting\u00a0supplier relationships, disrupting supply\u00a0chains\u00a0and increasing operational costs. A few years later, the same again.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n        <\/div>\n\n            <\/div>\n<\/div>\n\n            <\/div>\n            <\/div>\n        <\/section>\n\n    \n\n\n        <section id=\"\" class=\"align wp-block-acf-text has-background has-offwhite-background-color\">\n            <div class=\"block \">\n                            <div class=\"block-inner add-visible\">\n                \n<div class=\"block-align left\">\n            <!-- General headline styles are set in common.scss -->\n\n<hgroup class=\"headline-wrapper  \" role=\"group\" aria-roledescription=\"Heading group\">\n                <h2 aria-roledescription=\"subtitle\" class=\"main-title small\">Range proliferation root causes  <\/h2>\n        <\/hgroup>\n    \n    <div class=\"wysiwyg\">\n        <p><span data-contrast=\"auto\">This issue crops up when there are disconnects between the:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ol>\n<li><span data-contrast=\"auto\">Buyer\u2019s commercial incentives and the shopper\u2019s needs.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">Introduction of new products and management of the overall category.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">End-to-end decision making.<\/span><\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<p><b><span data-contrast=\"auto\">The first\u00a0disconnect\u00a0is\u00a0behavioural.<\/span><\/b><span data-contrast=\"auto\">\u00a0Buyers are\u00a0incentivised\u00a0to grow category margin and revenue. In fast-moving categories, they may decide to stock new products that are\u00a0nearly identical\u00a0to existing ones \u2013 not because customers want them, but because suppliers offer better deals on pricing,\u00a0promotions\u00a0and shelf space. The result? Choice overload. The classic &#8220;paradox of choice&#8221; often leads to decision fatigue and no purchase at all.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">The second disconnect is procedural.<\/span><\/b><span data-contrast=\"auto\">\u00a0It can take more than a year to strategically\u00a0optimise\u00a0a category, while a separate ongoing tactical process introduces new products. As a result, product ranges can grow and grow \u2013 leaving little room (in both senses) for shoppers&#8217; attention. It can also mean products\u00a0aren\u2019t\u00a0launched confidently with marketing.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">The third disconnect is\u00a0organisational.\u00a0<\/span><\/b><span data-contrast=\"auto\">KPIs for commercial teams naturally focus on growth while stores,\u00a0online\u00a0and\u00a0the supply chain\u00a0are measured on productivity. All are focused on margin within their areas, but not across the business. A new product launch may mean a margin win for commercial but represent a loss\u00a0when (or should I say \u2018if\u2019) the full end-to-end margin is considered. The overall business is\u00a0impacted\u00a0if this siloed approach for range decisions consistently keeps stores, online and\u00a0the supply chain\u00a0on the back foot.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n    <\/div>\n<\/div>\n\n            <\/div>\n            <\/div>\n        <\/section>\n\n    \n\n\n        <section id=\"\" class=\"align wp-block-acf-text\">\n            <div class=\"block \">\n                            <div class=\"block-inner add-visible\">\n                \n<div class=\"block-align left\">\n            <!-- General headline styles are set in common.scss -->\n\n<hgroup class=\"headline-wrapper  \" role=\"group\" aria-roledescription=\"Heading group\">\n                <h2 aria-roledescription=\"subtitle\" class=\"main-title small\">Ending disruptive range resets  <\/h2>\n        <\/hgroup>\n    \n    <div class=\"wysiwyg\">\n        <p><span data-contrast=\"auto\">How are retailers preventing these disconnects, adopting a joined-up approach that adds value for the business and their shoppers \u2013 and prevents disruptive\u00a0range\u00a0resets?\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ol>\n<li data-leveltext=\"%1.\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:0,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[65533,0],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;%1.&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">New products are genuinely new.\u00a0<\/span><\/b><span data-contrast=\"auto\">They meet a new\u00a0shopper&#8217;s\u00a0need or an existing need and mission in a novel way, driving trial,\u00a0repeat\u00a0and growth. Substitutability with existing products is assessed at the start using AI and ML-based techniques. For example, purchase pattern analysis can\u00a0identify\u00a0which products, often substitutes, do not appear in the same shopper baskets. Clustering analysis can\u00a0identify\u00a0products with similar characteristics, grouping them into clusters within categories. If a proposed new product is a duplicate, it is only included if it replaces an existing equivalent product on a \u201cone in, one-out\u201d basis. Marketing and merchandising activities promote trial and repeat sales.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"%1.\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:0,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[65533,0],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;%1.&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Strategy and tactics are joined up.<\/span><\/b><span data-contrast=\"auto\">\u00a0The overall category and tactical process to introduce new products enables this \u201cone-in, one-out\u201d approach. Category size targets (i.e.\u00a0number of unique SKUs) are set annually based on category priorities. Growth opportunities and range size are reviewed regularly. If category size is above target, small corrections are made continuously to get back on track. Range shape guidance (i.e.\u00a0% of SKUs within a category meeting specific shopper needs) is provided based on revenue and margin contribution, shopper penetration, and market and competitor trends.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"%1.\" data-font=\"\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:0,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[65533,0],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;%1.&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Commercial, stores,\u00a0online\u00a0and\u00a0logistics\u00a0are aligned.\u00a0<\/span><\/b><span data-contrast=\"auto\">Leaders focus on improving\u00a0margin\u00a0for the overall business. Any range-related benefits in commercial (e.g.\u00a0increased shopper spend) are traded off against any impacts in stores, online or\u00a0logistics\u00a0(e.g.\u00a0increased pick and replenishment costs). Gen AI-based techniques, such as digital twinning, are used to simulate the impact of major range changes downstream in the store or warehouse. Decision making, communication and collaboration between functions is\u00a0optimised\u00a0pre-, during and post-change to ensure teams deliver optimally.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ol>\n    <\/div>\n<\/div>\n\n            <\/div>\n            <\/div>\n        <\/section>\n\n    \n\n\n        <section id=\"\" class=\"align wp-block-acf-image-and-text has-background has-offwhite-background-color\">\n            <div class=\"block \">\n                            <div class=\"block-inner add-visible\">\n                \n<div class=\"content-wrapper image_left\">\n    <div class=\"image-col add-visible\">\n                <img decoding=\"async\" src=\"https:\/\/newtonimpact.com\/wp-content\/uploads\/2026\/04\/GettyImages-2228418707-scaled.jpg\" alt=\"\">\n    <\/div>\n\n    <div class=\"text-col\">\n        <!-- General headline styles are set in common.scss -->\n\n<hgroup class=\"headline-wrapper  \" role=\"group\" aria-roledescription=\"Heading group\">\n            <\/hgroup>\n\n        <div class=\"wysiwyg\">\n            <p><span class=\"TextRun SCXW204550819 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW204550819 BCX8\">Joined<\/span><span class=\"NormalTextRun SCXW204550819 BCX8\">&#8211;<\/span><span class=\"NormalTextRun SCXW204550819 BCX8\">up<\/span><span class=\"NormalTextRun SCXW204550819 BCX8\">\u00a0teams armed with high quality customer and product data matched with predictive techniques can make better decisions, moving beyond the cycle of endless SKU expansion and disruptive resets.\u00a0<\/span><span class=\"NormalTextRun SCXW204550819 BCX8\">As the data<\/span><span class=\"NormalTextRun SCXW204550819 BCX8\">\u00a0<\/span><span class=\"NormalTextRun SCXW204550819 BCX8\">at the\u00a0<\/span><span class=\"NormalTextRun SCXW204550819 BCX8\">opening\u00a0<\/span><span class=\"NormalTextRun SCXW204550819 BCX8\">of this article shows, the\u00a0<\/span><span class=\"NormalTextRun SCXW204550819 BCX8\">result is\u00a0<\/span><span class=\"NormalTextRun SCXW204550819 BCX8\">well worth the effort<\/span><span class=\"NormalTextRun SCXW204550819 BCX8\">:\u00a0<\/span><span class=\"NormalTextRun SCXW204550819 BCX8\">lean, purposeful ranges w<\/span><span class=\"NormalTextRun SCXW204550819 BCX8\">here<\/span><span class=\"NormalTextRun SCXW204550819 BCX8\">\u00a0every product earn<\/span><span class=\"NormalTextRun SCXW204550819 BCX8\">s<\/span><span class=\"NormalTextRun SCXW204550819 BCX8\">\u00a0its place on the shelf<\/span><span class=\"NormalTextRun SCXW204550819 BCX8\">\u00a0lead to<\/span><span class=\"NormalTextRun SCXW204550819 BCX8\">\u00a0<\/span><span class=\"NormalTextRun SCXW204550819 BCX8\">happier customers\u00a0<\/span><span class=\"NormalTextRun SCXW204550819 BCX8\">who\u00a0<\/span><span class=\"NormalTextRun SCXW204550819 BCX8\">can<\/span><span class=\"NormalTextRun SCXW204550819 BCX8\">\u00a0find<\/span><span class=\"NormalTextRun SCXW204550819 BCX8\">\u00a0and buy<\/span><span class=\"NormalTextRun SCXW204550819 BCX8\">\u00a0the products they want<\/span><span class=\"NormalTextRun SCXW204550819 BCX8\">.<\/span><\/span><span class=\"EOP SCXW204550819 BCX8\" data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span class=\"NormalTextRun SCXW12256456 BCX8\">We help major retailers\u00a0<\/span><span class=\"NormalTextRun SCXW12256456 BCX8\">and CPGs\u00a0<\/span><span class=\"NormalTextRun SCXW12256456 BCX8\">with complex\u00a0<\/span><span class=\"NormalTextRun SCXW12256456 BCX8\">challenges like this<\/span><span class=\"NormalTextRun SCXW12256456 BCX8\">, working shoulder-to-shoulder with your teams to pinpoint the root causes of problems,\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW12256456 BCX8\">prioritise<\/span><span class=\"NormalTextRun SCXW12256456 BCX8\">\u00a0the options and deliver transformation.\u00a0<\/span><\/p>\n        <\/div>\n\n            <\/div>\n<\/div>\n\n            <\/div>\n            <\/div>\n        <\/section>\n\n    \n\n\n        <section id=\"\" class=\"align wp-block-acf-text has-background has-offwhite-background-color\">\n            <div class=\"block \">\n                            <div class=\"block-inner add-visible\">\n                \n<div class=\"block-align left\">\n    \n    <div class=\"wysiwyg\">\n        <p>Data sources: Internal<\/p>\n    <\/div>\n<\/div>\n\n            <\/div>\n            <\/div>\n        <\/section>\n\n    \n\n\n        <section id=\"\" class=\"align wp-block-acf-cta-banner has-background has-white-background-color\">\n            <div class=\"block \">\n                            <div class=\"block-inner add-visible\">\n                \n<div class=\"cta-wrapper slategrey\">\n    <div class=\"content-wrapper\">\n        <!-- General headline styles are set in common.scss -->\n\n<hgroup class=\"headline-wrapper  \" role=\"group\" aria-roledescription=\"Heading group\">\n                <h2 aria-roledescription=\"subtitle\" class=\"main-title \">Get in touch to find out how we can diagnose and overcome range proliferation challenges in your business<\/h2>\n        <\/hgroup>\n                                                            \n<a href=\"mailto:Max.James@newtonimpact.com\" class=\"newton-button \" target=\"\">\n    <span class=\"button-text\">Contact Max Today<\/span>\n    <svg class=\"chevron-icon\" width=\"8\" height=\"14\" viewBox=\"0 0 8 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n        <path d=\"M0.875 0.75L7.125 7L0.875 13.25\" fill=\"#272C36\"\/>\n    <\/svg>\n    <div class=\"arrows\">\n        <svg class=\"button-arrow\" width=\"96\" height=\"192\" viewBox=\"0 0 96 192\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n            <path d=\"M0 0L96 96L0 192\" fill=\"#272C36\"\/>\n        <\/svg>\n        <svg class=\"button-arrow large\" width=\"147\" height=\"294\" viewBox=\"0 0 147 294\" fill=\"none\" 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