Walk into the range review with the category's numbers.
Range review preparation for UK pet specialist retail.
Buying teams see a parade of brands arguing for their own SKUs. The submission that stands out is the one built on evidence the buyer recognises as the category's truth, not the brand's wish list.
A strong pet specialist range review submission rests on four pieces of evidence: a distribution gap analysis showing where your SKUs earn their place but aren't ranged, rate-of-sale benchmarks proving performance against the products beside you on shelf, an availability track record demonstrating you're a reliable partner, and a category growth story framed around the retailer's objectives. Petview provides all four at SKU × store × week granularity across UK pet speciality retail.
The four-part evidence base
1. Distribution gap analysis
Start from where you win. If a SKU's rate of sale in the 200 stores that range it beats the sub-category benchmark, the argument writes itself: extending to the comparable stores that don't range it is quantifiable incremental sales for the retailer, not shelf-space charity for you. The gap analysis identifies which stores, which SKUs, and what the extension is worth.
2. Rate-of-sale benchmarks
Every ranging decision is a comparison. The question a buyer is actually weighing is whether your SKU out-earns the item it would displace. Rate of sale per store per week, benchmarked by store tier and format, answers that question directly, and it protects your existing range as much as it argues for new listings.
3. Availability track record
Distribution arguments collapse if the buyer's counter is "you couldn't keep it on shelf." A clean availability record (or an honest one with the fixes evidenced) removes the easiest objection in the room. See availability & alerts.
4. The category growth story
Buyers are targeted on category growth, not brand growth. The submission that shows which sub-categories are growing, where volume is moving, and how your proposal grows the total category is speaking the buyer's language. Share data at weekly cadence keeps that story current rather than last-panel-read stale. See category & share.
A workflow that works
Category view first: where the category is growing and declining. Then the sub-category benchmark, showing how your brand trades against it. Then SKU-level opportunities, covering gaps, extensions and deletions defended. Then the action list, with each line quantified. That order matters, because it establishes you as a category authority before you ask for anything.
Where Petview fits
Petview's dashboards and exports provide the evidence layer: distribution grids, rate-of-sale benchmarks, availability records and share movement, refreshed weekly. The category story and the negotiation are still yours, but they start from facts both sides of the table can accept.
Range review coming up? See your category in Petview first.
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