Optimizing retail assortments

T.H.A. Bijmolt, H.J. van Heerde, R.P. Rooderkerk

Research output: Contribution to journalArticleScientificpeer-review

Abstract

Retailers face the problem of finding the assortment that maximizes category profit. This is a challenging task because the number of potential assortments is very large when there are many stock-keeping units (SKUs) to choose from. Moreover, SKU sales can be cannibalized by other SKUs in the assortment, and the more similar SKUs are, the more this happens. This paper develops an implementable and scalable assortment optimization method that allows for theory-based substitution patterns and optimizes real-life, large-scale assortments at the store level. We achieve this by adopting an attribute-based approach to capture preferences, substitution patterns, and cross-marketing mix effects. To solve the optimization problem, we propose new very large neighborhood search heuristics. We apply our methodology to store-level scanner data on liquid laundry detergent. The optimal assortments are expected to enhance retailer profit considerably (37.3%), and this profit increases even more (to 43.7%) when SKU prices are optimized simultaneously.
Original languageEnglish
Pages (from-to)699-715
JournalMarketing Science
Volume32
Issue number5
Publication statusPublished - 2013

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Retail
Assortment
Profit
Substitution
Retailers
Heuristic search
Marketing mix
Laundry
Optimization problem
Methodology
Assortment optimization
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Cite this

Bijmolt, T. H. A., van Heerde, H. J., & Rooderkerk, R. P. (2013). Optimizing retail assortments. Marketing Science, 32(5), 699-715.
Bijmolt, T.H.A. ; van Heerde, H.J. ; Rooderkerk, R.P. / Optimizing retail assortments. In: Marketing Science. 2013 ; Vol. 32, No. 5. pp. 699-715.
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Bijmolt, THA, van Heerde, HJ & Rooderkerk, RP 2013, 'Optimizing retail assortments', Marketing Science, vol. 32, no. 5, pp. 699-715.

Optimizing retail assortments. / Bijmolt, T.H.A.; van Heerde, H.J.; Rooderkerk, R.P.

In: Marketing Science, Vol. 32, No. 5, 2013, p. 699-715.

Research output: Contribution to journalArticleScientificpeer-review

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AU - Rooderkerk, R.P.

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Bijmolt THA, van Heerde HJ, Rooderkerk RP. Optimizing retail assortments. Marketing Science. 2013;32(5):699-715.