What is Product Assortment in Retail? Explained

Product assortment encompasses the range and variety of products offered by a retailer within specific categories or across different ones. It represents the diverse selection available for purchase, tailored to meet the preferences and needs of the target customer base. Retailers carefully curate their product assortment, balancing depth (variations within a specific product type) and breadth (the range of product types offered). A thoughtfully managed product assortment aligns with the retailer's brand identity, satisfies customer demands, and enhances the overall shopping experience.