here - POPAI Australia & New Zealand

Reach
1
5
9
13
17
21
25
29
33
37
41
45
49
53
57
61
65
69
73
77
81
85
Range rationalisation: traditionally cut „from the tail‟
... where the „tail‟ is skus not contributing to first 80% of volume/value
Offpremise liquor category X example
100%
80% Reach
Channel AU LL WW BWS 1C
Sku count 64 66 54 69 48
80%
60%
„tail‟
60%
Channel AU LL WW BWS 1C
Sku count 25 28 20 28 17
40%
40% Reach
Channel AU LL WW BWS 1C
Sku count 12 12 8 11 8
20%
0%
In this example, 1 st
Choice achieves the
greatest reach
efficiency vs. sku count
National LL WW BWS 1 Choice
100
However, cutting „from the back‟ does not acknowledge the role of