Understand Your Buyer > How to connect with your buyer > The Range Effect

What is it?

The Range Effect looks at collating your offering into defined ranges and collections.

Why does it work?

A variation of clustering, creating ranges or collections makes it easier for your buyer to navigate your offering and can be used in conjunction with product codes and other conveniences.

How can you use it?

Depending on your offering, are there obvious ways to collate in terms of end user, use, price, colour, size or other factors? This works really well for larger, more complicated offerings.

Example

Imagine you’re a skincare brand…

Instead of listing all 37 products individually, you organise them into clearly defined ranges:

“Clear Skin Range” – for acne-prone skin
“Hydrate Range” – for dry or sensitive skin
“Age Defy Range” – for anti-ageing support
“Essentials Range” – everyday basics for all skin types

Why this works:

It’s easier for buyers to find what’s right for them
It shows you understand different buyer needs
It reduces decision fatigue by narrowing choices
It creates a sense of completeness or cohesion

See also