OPTIMIZATION OF ASSORTMENT STRATEGY TO ENHANCE MARKETING PERFORMANCE OF DISTRIBUTORS IN THE DIGITAL ERA

This article examines how optimizing product assortment strategically enhances the marketing performance of distributor companies. It highlights the shift from traditional, intuition-based selection to data-driven portfolio management supported by AI, POS data, and predictive analytics. The study outlines the impact of assortment relevance on profitability, retailer satisfaction, and market competitiveness, with specific implications for developing markets such as Uzbekistan. A phased implementation framework is proposed to guide distributors in adopting digitally enabled assortment strategies for sustainable commercial growth.

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