Sir: The decision by Tesco to reduce the number of products it stocks by up to 30% (‘Tesco calls in consultants to oversee drastic review,’ 31 January) will place even greater pressure on suppliers to ensure their range review processes are among the best in their categories.
Too many manufacturers enter the range review process focused on the factors of greatest importance to their own businesses rather than addressing issues of importance to the retailer. The current Tesco situation highlights this perfectly. retailers want to see suppliers offering genuine consumer and shopper insights and evidence of real brand innovation. They are increasingly looking to their suppliers to make informed recommendations on everything from range and distribution to promotion strategy and space optimisation. Suppliers need to be proactive with range reviews and not wait for ‘the’ call.
John Nevens, co-founder, Bridgethorne
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