Optimising Promotional Reach – The Strategic Role of Ranging and Distribution

Ranging is more than a compliance metric—it is the foundation of market penetration. Inadequate ranging restricts shelf access and limits the number of stores that can support your promotion.  Without accurate selling opportunities, the best marketing effort will not translate into performance.

Master data management is equally critical. BD-NAV, as an example, conducts a Master data sweep prior to their client’s promotions to ensure enabling of the promo activity.

Understanding the Role of Ranging in Promotional Uplift

Promotional success hinges on correct store-level ranging. But in practice, a significant number of promotional SKUs are either not ranged correctly or are missing in key stores. This leads to reduced volume, localised out-of-stocks, and post-promo claims for missed targets.

To address this, suppliers must assess their distribution coverage before the promotion is launched. Identifying gaps enables early engagement with retailers to resolve listing issues or extend reach. A Ranging Tracker is a good tool that constantly monitors fluctuations in the retailer’s range.

Anticipating Demand at Store Level

Stores sell at different rates, and relying solely on historical Rate of Sale (ROS) can lead to missed opportunities due to inaccurate stock allocation. How many missed opportunities were there due to stock availability issues?

A blanket allocation strategy ignores store performance patterns and contributes to overstock in slow movers and OOS in high performers.

Ranging analytics should therefore be layered with store-level performance data to optimise execution, ranging analytics should be combined with store-level performance data. This is particularly relevant in fragmented markets where store performance can vary widely even within a region.

Ranging as a Mitigation Tool for Claims and Lost Sales

Inaccurate ranging can result in returns, claims, and lost sales. During high-pressure promotional periods like Black Friday or festive campaigns, the cost of not being shelf-ready can be substantial. Proactive ranging helps prevent these issues, safeguarding both revenue and supplier-retailer relationships.