The value of SKU rationalization in practice (The pooling effect under suboptimal inveiniory policies and nonnormal demand)

Several approaches to the widely recognized challenge of managing product variety rely on the pooling effect. Pooling can be accomplished through the reduction of the number of products or stock-keeping units (SKUs), through postponement of differentiation, or in other ways. These approaches are well known and becoming widely applied in practice. However, theoretical analyses of the pooling effect assume an optimal inventory policy before pooling and after pooling, and, in most cases, that demand is normally distributed. In this article, we address the effect of nonoptimal inventory policies and the effect of nonnormally distributed demand on the value of pooling. First, we show that there is always a range of current inventory levels within which pooling is better and beyond which optimizing inventory policy is better. We also find that the value of pooling may be negative when the inventory policy in use is suboptimal. Second, we use extensive Monte Carlo simulation to examine the value of pooling for nonnormal demand distributions. We find that the value of pooling varies relatively little across the distributions we used, but that it varies considerably with the concentration of uncertainty. We also find that the ranges within which pooling is preferred over optimizing inventory policy generally are quite wide but vary considerably across distributions. Together, this indicates that the value of pooling under an optimal inventory policy is robust across distributions, but that its sensitivity to suboptimal policies is not. Third, we use a set of real (and highly erratic) demand data to analyze the benefits of pooling under optimal and suboptimal policies and nonnormal demand with a high number of SKUs. With our specific but highly nonnormal demand data, we find that pooling is beneficial and robust to suboptimal policies. Altogether, this study provides deeper theoretical, numerical, and empirical understanding of the value of pooling