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2023/2024

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Question 19.1
Describe analytics models and data that could be used to make good recommendations to the
retailer. How much shelf space should the company have, to maximize their sales or their profit?
Of course, there are some restrictions – for each product type, the retailer imposed a minimum
amount of shelf space required, and a maximum amount that can be devoted; and of course, the
physical size of each store means there’s a total amount of shelf space that has to be used. But
the key is the division of that shelf space among the product types.
For the purposes of this case, I want you to ignore other factors – for example, don’t worry about
promotions for certain products, and don’t consider the fact that some companies pay stores to
get more shelf space. Just think about the basic question asked by the retailer, and how you could
use analytics to address it.
As part of your answer, I’d like you to think about how to measure the effects. How will you
estimate the extra sales the company might get with different amounts of shelf space – and, for
that matter, how will you determine whether the effect really exists at all? Maybe the retailer’s
hypotheses are not all true – can you use analytics to check?
Think about the problem and your approach. Then talk about it with other learners, and share
and combine your ideas. And then, put your approaches up on the discussion forum, and give
feedback and suggestions to each other.
You can use the {given, use, to} format to guide the discussions: Given {data}, use {model} to
{result}.
One of the key issues in this case will be data – in this case, thinking about the data might be
harder than thinking about the models.
Optimizing Shelf Space Allocation for Retailers
Objective
Maximize sales or profit by determining the optimal division of shelf space among product
types, while considering:
Minimum and maximum shelf space constraints for each product.
Total available shelf space.
Store-specific factors like layout and customer preferences.
Step 1: Data Requirements
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Question 19. Describe analytics models and data that could be used to make good recommendations to the retailer. How much shelf space should the company have, to maximize their sales or their profit? Of course, there are some restrictions – for each product type, the retailer imposed a minimum amount of shelf space required, and a maximum amount that can be devoted; and of course, the physical size of each store means there’s a total amount of shelf space that has to be used. But the key is the division of that shelf space among the product types. For the purposes of this case, I want you to ignore other factors – for example, don’t worry about promotions for certain products, and don’t consider the fact that some companies pay stores to get more shelf space. Just think about the basic question asked by the retailer, and how you could use analytics to address it. As part of your answer, I’d like you to think about how to measure the effects. How will you estimate the extra sales the company might get with different amounts of shelf space – and, for that matter, how will you determine whether the effect really exists at all? Maybe the retailer’s hypotheses are not all true – can you use analytics to check? Think about the problem and your approach. Then talk about it with other learners, and share and combine your ideas. And then, put your approaches up on the discussion forum, and give feedback and suggestions to each other. You can use the {given, use, to} format to guide the discussions: Given {data}, use {model} to {result}. One of the key issues in this case will be data – in this case, thinking about the data might be harder than thinking about the models.

Optimizing Shelf Space Allocation for Retailers

Objective Maximize sales or profit by determining the optimal division of shelf space among product types, while considering:

  • Minimum and maximum shelf space constraints for each product.
  • Total available shelf space.
  • Store-specific factors like layout and customer preferences.

Step 1: Data Requirements

To model and validate shelf space allocation, the following data is essential:

  1. Product-Level Data
    • Product ID: Unique identifier for each product.
    • Category: Classification (e.g., beverages, snacks).
    • Price and Cost: Retail price and supplier cost for profit analysis.
    • Size and Storage Requirements: Physical dimensions, refrigeration/freezer needs.
    • Complementarity: Binary variable indicating complementary products (e.g., chips and soda).
  2. Sales Data
    • Sales History: Units sold per product over time.
    • Shelf Space Allocation: Amount of shelf space each product occupied during the sales period.
    • Time Data: Seasonal and daily trends.
  3. Store-Level Data
    • Total Shelf Space: Maximum available space in the store.
    • Customer Demographics: Regional preferences, income, and purchasing habits.
    • Foot Traffic: Heatmaps showing high-traffic zones in the store.
  4. Competitor Data
    • Competing Products: Proximity and number of alternatives on shelves.
    • Placement Type: Shelf location categories like "end-cap" or "eye-level."

Step 2: Analytical Models

  1. Regression Analysis
    • Given: Historical sales and shelf space data.
    • Use: Regression techniques (linear, polynomial, LASSO, elastic net) to: Model the relationship between shelf space and sales. Identify diminishing returns: Does increasing shelf space beyond a certain point provide additional sales? Quantify the impact of complementary or competing products on sales.
    • To: Predict expected sales for varying shelf space allocations.
  1. More Shelf Space = Higher Sales: Test by analyzing historical data to establish the relationship between space and sales volume.
  2. Complementary Products = Increased Cross-Sales: Test adjacency effects by comparing sales data with and without complementary product placement. Proposed Testing Strategy
  3. Build an initial regression model without complementarity factors.
  4. Include complementarity as a variable and observe changes in explanatory power.
  5. Use A/B testing to validate whether adjacency increases sales.

Step 5: Example Use Case

Given:

  • A retailer wants to optimize shelf space for beverages and snacks.
  • Data indicates beverages generate 25% of sales, while snacks account for 15%.
  • Shelf space constraints: ◦ Beverages: Min 10%, Max 30%. ◦ Snacks: Min 5%, Max 20%. ◦ Total space: 100 sq. ft. Use:
  • Regression to determine sales elasticity for beverages and snacks.
  • Stochastic optimization to allocate shelf space (e.g., 25% beverages, 15% snacks, remaining for other products).
  • Time series analysis to adjust for seasonal beverage demand (e.g., summer). To:
  • Predict a 10% increase in sales by reallocating shelf space.

Key Considerations

  • Data Quality: Ensure clean, complete data.
  • Model Validation: Use cross-validation and holdout sets to verify model accuracy.
  • Practical Constraints: Factor in store layout and product restocking logistics.