ABSTRACT
Planning product ranges and selecting products are central tenets of retail product management. Variety, depth, price level and availability are variables that need to be combined in order for a retailer to achieve a balanced product assortment.The aim of this chapter is to explore how a retailer creates a product offer that consists of the products that reflect the needs, wants and aspirations of the target customer.This exploration covers the various stages that retail product managers go through before finalising the product range. Retail product managers, and in particular retail buyers must translate customer needs and wants into actual products, focusing on product features that are going to provide value to the customer in use.
