Brand and stock-keeping-unit (SKU) assortments, assortment changes and category sales

Lay Peng Tan, Jack Cadeaux

Research output: Contribution to journalArticlepeer-review

14 Citations (Scopus)


This study examines how brand and stock-keeping-unit (SKU) assortments affect category sales across a large number of categories over two time periods in which brand and/or SKU assortments were changed in two retail outlets. It uses store range records and sales data from a retailer who primarily added or deleted entire brands in one outlet and primarily added or deleted SKUs within brands in a second outlet. Categories with a greater number of SKUs achieved relatively higher sales revenue. Categories which increased assortments also increased sales. A partitioning of categories into groups undergoing distinct patterns of assortment additions and deletions reveals that categories that underwent additions only, especially brand additions, experienced the highest levels of sales increase.

Original languageEnglish
Pages (from-to)161-185
Number of pages25
JournalInternational Review of Retail, Distribution and Consumer Research
Issue number2
Publication statusPublished - 2011
Externally publishedYes


  • Assortment changes
  • Assortments
  • Brands
  • Category
  • SKUs


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