The Retail Secret Every Business Should Know About Product Mix

As a business mentor, the question I get asked again and again relates to product mix and ranging. And the answer I give always follows the same principle, regardless of the size of your business or what you sell.

Your product mix drives profit, but only if your range is structured and priced correctly.

Here’s how to do it.

 📷 The Neonist

Whether you are selling products in store or online, whether you are selling candles or crewnecks, how you structure your range can make the difference between steady sales and missed opportunities. The framework I often use with clients is a Good / Better / Best strategy:

• Good – the entry level offer that’s accessible and gives new customers a low barrier to try your brand

• Better – your mid tier option, usually where the sweet spot of sales sits

• Best – the premium choice, designed for customers who want the highest value and are willing to pay for it

  
  

But it’s not just about having those three options — it’s about getting the proportion and pricing right. Too much “Good” and you risk eroding profit. Too much “Best” and you may alienate your core shopper. Striking the balance means your range feels accessible, offers genuine value for money, and still delivers healthy margins.

So if you’re reviewing your range, ask yourself: Do I have the right spread? Is my pricing ladder clear? And ultimately — does my customer see value at every level?