The Range Review Playbook: How to Win Shelf Space and Keep It

Range reviews are where brands either scale or stall. The brands that win do not “pitch products”. They present a clear category role, a simple range architecture, and a plan buyers can defend internally.

THE RANGE REVIEW PLAYBOOK

1. START WITH THE CATEGORY, NOT YOUR BRAND
Buyers think in category outcomes: growth, margin, simplicity, and risk reduction.

• What is happening in the category?

• What is missing on shelf?

• Where does the customer gap exist?

2. PRESENT A SIMPLE RANGE ARCHITECTURE
Complexity kills ranging decisions.

• 3 to 6 SKUs that each have a role

• Clear price ladder (Entry, Core, Trade-Up)

• Minimal duplication across shades or formats unless it is proven to move

3. MAKE THE NUMBERS EASY TO APPROVE
Your commercial story must be clean.

• RRP and vendor cost logic

• Retailer margin comfort

• Trading terms and promo funding clarity

• A realistic view of expected velocity

4. SHOW A LAUNCH AND SELL-THROUGH PLAN
A buyer needs confidence you will execute.

• First 90 days plan

• Promo cadence and mechanics

• Content and discovery support that aligns to the retail calendar

5. REDUCE RISK UPFRONT
Buyers say yes faster when risk is addressed.

• Supply continuity and service levels

• Compliance readiness (barcodes, case packs, DC requirements)

• Clear claims and substantiation approach

KEY TAKEAWAY

Range reviews reward clarity and confidence. Make it easy for a buyer to say yes and easy for the business to execute.