Why is it necessary to adjust the product matrix?

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The adjustment process involves a careful study of the assortment on sale, identifying the fastest-selling items and those that are "dead" stocks that need to be sold as quickly as possible. You have to fiddle with them (with these unclaimed stocks) a lot (store them, find a place on the shelves), and the money has already been spent, and there is practically no profit.

You can get rid of last year's stockpiles hotmail email list with the help of various promotional and discount events, the purpose of which is not only to free up space for new arrivals, but also to increase sales volumes due to low prices and tempting offers.

It is important that the adjustment of the product matrix is ​​carried out regularly and in a timely manner. Then stocks will not accumulate in warehouses and sales areas, products will not spoil, will not lose their relevance, and the range will meet the needs of buyers. It is imperative to discuss in advance, at the stage of concluding contracts and as part of marketing support, with the selling company the possibility of returning products to suppliers that could not be sold. Cooperate with experienced partners who understand the intricacies of their business.

It is clear that each party (both the supplier and the buyer) seeks to conclude a deal that is most beneficial for themselves. But no one will be the winner if even a very good product lies on the store shelves for months without bringing in the desired profit. And successful implementation still depends on the end seller, so it is their terms that should be decisive.

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Managing the product range matrix involves regular adjustments, because customer demands are constantly changing. Tomorrow, people will no longer want to buy what they were quite happy with today. Monitor changes in demand and be sure to take a closer look at new products offered by suppliers.

It is normal to stop working with one counterparty and start working with another (on more favorable terms). The only obstacle may be special terms of the contract that cannot be violated until the end of its term. Do not forget about the so-called break-even point. This is the acceptable minimum of the product range. Your product stocks should not be lower than this indicator even during periods of instability.


How often should the product matrix be changed?
It is quite difficult to clearly define specific dates. Much depends on fluctuations in demand, which is usually quite stable, but not always. In the process of running a business, it is important to learn to "keep your finger on the pulse", to be aware of new products and to anticipate the growth or decline in consumer demand. Some general trends exist here, for example, during holidays or in a certain season, the demand for a particular product may increase. However, at other times it is difficult to make accurate forecasts.

How often should the product matrix be changed?

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And here feedback from customers (direct or indirect) can be of great help. Direct means a call, a letter, any request in which the client expresses their wishes or requests. Indirect communication is revealed through specific indicators in the work (turnover, change in demand by time periods). For example, the peak of sales of a certain product was on the weekend, but suddenly this value decreased. This means that you should figure out why and make the necessary changes to the product matrix.

It will be easier for you to determine when it is time to adjust your product range if you learn to identify certain patterns in the behavior of all participants in the business process:

Peculiarities of buyer behavior

Remember that even a quality product does not look attractive to customers if it has become unfashionable, is more expensive than new products, or too many people have already bought it, and other people do not want to buy what almost everyone wears (if we are talking about clothes, for example).

It is important to understand that buyers attach great importance to these three points. Therefore, your task is to please and thus not lose consumers and profits.

Peculiarities of competitors' behavior

What can you expect from competitors? Unpleasant "surprises" with prices, all sorts of attempts to influence sales and increase turnover (for example, by adding related products to the assortment that are not available in your store). You should be prepared for such manipulations and take them into account when you work on compiling a product matrix.