 Now we are going to discuss about retail assortment strategies. Retailer ke liye assortment in the store carries weight. The reason is what kind of assortment, what kind of retail strategy is following in order to maintain his assortment. Either it is depth of the assortment, it is width of the assortment, it is wide assortment, it is deep assortment, it is narrow assortment, it is shallow assortment. So whatsoever is the situation, the retailer has to define while considering the customer need, customer requirement into consideration. Let me share it with you strategies one by one. First of all we have here the strategy that is wide and deep strategy. Second we have wide and shallow strategy. Third we have narrow and deep strategy. And the fourth assortment strategy that is narrow and shallow strategy. So when first we talk about wide and deep assortment. So in wide and deep assortment retailer carries many goods and service categories and a large assortment in each category. So two things are important that show its wide and depth deep. So first the retailer carries many goods and services categories and then large assortment in each category. So there will be depth in it and there will be width in it. So the retailer who is following this, of course if a retailer is carrying this kind of retail assortment strategy, then there will be some advantages and some disadvantages. If I talk about advantages, so normally broad market is targeted because you have the depth in the assortment and you have the width in the assortment. So your market is broad, full selection of items is available with you. High level of customer traffic is being targeted and our level of customer traffic is being observed to you. And then customer loyalty because every time the customer will come, customer will find the product she is looking for. It won't happen that the customer won't get any brand, it won't happen that the customer won't get any category. Because you are selling many categories and large assortment in each category, so customer will get product solution. Then one stops shopping. Because one stops shopping that all the parameters are complete because you have the large assortment in each product category. So the customer will find everything under one roof. So this concept helps us when we were talking about building customer loyalty in that perspective. No disappointed customers. Normally when you have wide and deep assortment strategy, then you don't have disappointed customers because customers will get the assortment he is looking for, she is looking for in the store. And ultimately that will result into customer loyalty and of course more business. This type of assortment strategy has some disadvantages also. So the first disadvantage is because you are carrying a large assortment and large assortment in each category and you are carrying a lot of categories. So the investment on inventory is high. The inventory cost is high. Your general image of the product has been considered as a general image of a couple of products considered as you know you have the large assortment and many items with low turnover. So generally this type of stores can there will be a lot of products, which will be good for the store image, but the turnover from these items will be low. And then of course some absolute products also. Some such merchandise will also be there, which gradually will be old, will be obsolete. And in such cases there is a general probability that a lot of assortment has been shifted because they are low selling or they have the low turnover they will turn into the absolute merchandise. The second type of retail assortment strategy is wide and shallow. So what is wide and shallow strategy? That the retailer will sell many goods and service categories, but a limited assortment in each category. Wide and deep has many goods and service categories and there was depth as well. There was a large assortment in each category. Whereas wide and shallow have different categories. But in every category there is a limited assortment that is available. So again there are some disadvantages and some advantages. First of all if I talk about advantages. So we target the broad market normally because you have a lot of categories. High level of customer traffic can be gauged. There is emphasis on convenience customers. Less costly because as compared to width and depth assortment method where your assortment is wide where the assortment is deep because then your cost is also high. So it is less costly as compared to the first strategy. However still because you will be carrying a lot of categories. Ultimately it is also carrying the high inventory cost. So this also will result in one stop shopping. Everything under one roof solution. Of course in each category customer will find limited assortment. But still customer will find a lot of categories. Customer will find a lot of categories for the product solution which he is looking for. And what are the disadvantages of it. If you will see so low variety within a product line. Some disappointed customers because if someone will not find the product he is looking for. Of course will be turning up into the disappointing customer. It will give a weak image of the retailer. And many items would be low turnover because if you are not an expert in a particular category. If you are not carrying a large assortment in every category. Actually there will be a lot of products which will also will be selling low. And will be staying for you for a longer period of time. And of course if the disappointment of the customers will be there. Ultimately it will result in reduced customer loyalty. Which is also one of the disadvantages of this method. The third retail strategy method is narrow and deep assortment strategy. So in narrow and deep store assortment strategy few goods and service categories are observed. However a large assortment in each category. So there is less depth. But there is more there is less weight. But there is more depth in each category has been observed in this particular assortment strategy. What are the advantages of this particular retail assortment strategy. Normally such kind of retailers considered to be a specialist in this category. They are good customer choice in each category. Specialized personnel they have been taken care by this kind of retail stores. And there is a customer loyalty has been observed. Because the customer know that they have few categories. But in these few categories they are specialist. If they have the cigarettes so they have a lot of variety into cigarettes. If they have the milk then they have a lot of variety. They have a lot of brands they have a lot of products in the milk category. So less costly than the first method which is wide and deep. Because you are offering few goods and services. However you are offering a large assortment in each category. If I talk about the disadvantages of this method. Then too much emphasis is on one category. Because there are few categories so every category will get more emphasis. It is a non stop solution no one stop solution to the customer. Because customer will find limited categories in such kind of retail stores. And of course it is more susceptible to the trends or the life cycles. Greater effort need to enlarge the size of the trading area. And actually there are no or little scramble merchandising. Because very specific assortment has been followed in these kind of stores. So you will hardly find any kind of scramble merchandising. Last method is narrow and shallow assortment strategy. In this strategy a retailer will offer few goods and services categories. And a limited assortment in each category. So it is actually the lowest level of a retailer. Where it is offering limited categories and limited assortment. So the advantages of such kind of retail strategy. That it is aiming to convenience at convenience of the customer convenience customer. So normally these kind of retailers are convenience stores. So they offer convenience to assortment. They are less costly and they turn over of the items are too high. Because there are few items they know it that these products will sell very quickly. However there are a lot of disadvantages. There is little depth there is little width in the assortment. Customer will not find everything under one roof. You have weak image as a retailer. The customer you will not be able to get loyal customer more disappointing customers. And then again the small trading areas in order to run these businesses. They are normally run in a small areas. And the last point is normally they have disadvantages that they have little or no scramble merchandising. So it is up to the retailer that which retail assortment strategy they follow. Do they follow large assortment, large category in large assortment format. Or they follow few categories or limited assortment format. Because this will define this customer base and actually the business volume for the retailer.