Identify the shopper job a merchandising choice is meant to serve before changing the assortment.
The move: translate product enthusiasm into shopper progress. Start with the situation A shopper job is not "buy storage." It is closer to "make a small apartment feel organized before guests arrive without installing hardware." The situation carries the pressure, and the pressure explains what the shelf must make obvious. Then name the constraint Retail choices happen under limits: price, time, space, sizing, risk, return hassle, or confidence. Constraints are what turn a nice SKU into a useful SKU. A product that ignores the constraint may look attractive in a line review and still fail on the floor. Finally match…
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