Less is More, as Retailers Cut Back on Variety

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Less is More, as Retailers Cut Back on Variety

June 26, 2009: 02:40 AM

Retailers are cutting back on variety, particularly on the number of different brands of the same item. Walgreen Co, for example, is cutting its range of superglues from 25 to 11,and Wal-Mart has slashed its range of tape measures from 24 to 4. Experts say that, over the next year or so, retailers will cut their ranges by at least 15 percent. This is expected to pose challenges for manufacturers used to constantly making slight changes to their products to keep them in the public eye. Retailers are trying to make shopping simpler for increasingly budget-conscious customers sticking to familiar products. Making more room for house brands is also on their agenda.

ILAN BRAT, ELLEN BYRON and ANN ZIMMERMAN , "Retailers Cut Back on Variety, Once the Spice of Marketing_06-26-09 ", Wall Street Journal, June 26, 2009, © Dow Jones & Company, Inc Google Cache

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