Assortment in Distribution and Retail

What Is Assortment in Distribution?

In distribution and CPG, assortment refers to the mix of products a company offers within a specific category or sales channel. It defines which SKUs (stock keeping units) are available, how they’re grouped, and how broad or deep the product range is.

For example, a beverage distributor’s assortment might include energy drinks, bottled water, and flavored teas. Each line can also have variations — different sizes, flavors, or packaging types. The right assortment helps ensure that every retailer carries products that meet local demand.

Assortment planning connects sales, marketing, and operations. Distributors use it to align their inventory with market trends, customer needs, and promotional goals. Therefore, effective assortment management directly influences sell-through rates and retailer satisfaction.

In short, assortment determines what products to sell, where to sell them, and in what quantity — making it one of the most strategic parts of wholesale and retail distribution.

How Assortment Works in Practice

Assortment management combines data, market knowledge, and customer feedback to build the ideal product mix. It involves both breadth (number of product categories) and depth (number of SKUs per category).

Here’s how the process typically works:

1. Data Collection: Distributors analyze sales reports, seasonality, and local preferences.

2. Segmentation: Products are grouped by category, customer type, or region.

3. Evaluation: Teams assess which SKUs perform best and which underperform.

4. Optimization: Non-performing products are removed or replaced.

5. Execution: Updated assortments are shared with field reps and retailers.

For instance, a distributor might notice that small bottled sodas sell better in urban stores, while larger multipacks perform well in suburban markets. By adjusting the assortment accordingly, the distributor can improve sell-through and reduce stockouts.

In addition, digital tools now make assortment management easier. Platforms like SimplyDepo allow teams to view sales data, filter SKUs, and update assortments across regions in real time. This ensures each territory carries the most profitable mix.

Key Benefits for Teams and Operations

A well-managed assortment drives measurable improvements across distribution, retail, and field sales.

1. Higher Sales and Sell-Through

When retailers carry the right product mix, sell-through rates rise. As a result, distributors move inventory faster and reduce excess stock.

2. Improved Customer Satisfaction

Offering relevant SKUs builds retailer trust and ensures consumers find what they need.

3. Better Inventory Control

By analyzing sales data, teams can eliminate slow-moving SKUs and free up warehouse space.

4. Enhanced Market Adaptability

With an optimized assortment, brands can respond quickly to demand shifts, promotions, or seasonal changes.

5. Stronger Retail Execution

Assortment alignment helps field reps present more targeted product offers, increasing order accuracy and average basket size.

In essence, smart assortment planning balances product variety with operational simplicity — allowing distributors to stay efficient while satisfying diverse retail needs.

How SimplyDepo Supports Assortment Planning

SimplyDepo helps distributors and CPG brands manage assortments more effectively with connected data and digital workflows.

Through Catalog Management, Order Management, and Retail Execution tools, teams can create, update, and monitor assortments in real time. Field reps can also access the correct product lists per account or region, ensuring consistency in every sales visit.

Key SimplyDepo features that support assortment management include:

• Digital catalogs tailored by region or customer type

• Real-time sales and performance analytics

• Automated SKU filtering and recommendations

• Seamless updates across sales and inventory systems

• Integration with ERP and CRM tools

With SimplyDepo, distributors no longer need to rely on static spreadsheets. Instead, they can adjust assortments instantly and align everyone — from warehouse to field team — around the same data.