Target - Dips and Dressings Buying
Target - Dips and Dressings Buying
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Situation
Situation
I managed a $10 million annual category for Dips and Dressings
Category was facing a 20% reduction in shelf space due to reallocation toward higher-volume items like berries.
task
task
My task was to create a long-term, data-driven strategic plan to optimize our assortment, and achieve flat or improved year-over-year sales.
action
action
Conducted customer analysis that revealed guests were increasingly prioritizing "better-for-you" options over traditional, full-flavor or full-fat items. This insight guided my decisions on assortment adjustments.
Collaborated with vendors to discuss the category’s future direction and aligned on opportunities for growth. I focused on strengthening partnerships with vendors offering higher-margin products, reducing reliance on lower-margin suppliers.
Identified one of my top performers, Chick-fil-A dressings, as an opportunity for chain-wide expansion. I reduced our regional segmentation approach to focus on a core offering that could appeal broadly across markets.
Streamlined the assortment by phasing out smaller brands that weren’t driving significant volume, reallocating space to core, high-performing items.
result
result
Successfully stabilized category sales, achieving a flat year-over-year projection despite the 20% reduction in shelf space.
Positioned the category for sustained growth by focusing on high-margin, consumer-preferred items, and strengthening vendor relationships around our core offerings.
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