Kategoriewachstum im Handel durch Sortimentsoptimierung

Haider M., Binner S., 2025 – ECR Tag – Bonn 2025

The case study illustrates how Henkel, together with bms, uses conjoint analyses to strategically optimize product assortments and achieve measurable category growth.

Based on a holistic market simulation, it becomes clear how both the optimized selection of existing products and strategic new product introductions can create a win-win situation for industry and retailers.