Episode Details
Back to EpisodesS10 E7: Why Everyone Thinks Their Product Needs More Space With Retail Analyst Nayaa Owusu
Description
In this episode, we sit down with Nayaa Owusu, a retail analyst and solutions developer at OSP Retail, to dig into one of the most contested topics in retail: shelf space. Anyone who's worked in buying or merchandising knows how heated the debate over category space can get, every team feels their products deserve more room, and decisions are often driven as much by gut feeling and internal politics as by hard evidence. Naya brings a rare dual perspective to this conversation: she spent years on the merchandising side at major brands like Debenhams, Peloton, and Lipsy, living through exactly these space battles firsthand, before crossing over into retail tech to help build the tools that solve them.
Before moving into software, Nayaa first started out on the shop floor in roles at Topshop, Selfridges, and River Island while studying maths at university. That analytical foundation, combined with genuine hands-on retail experience, set her up for a merchandising career spanning beauty at Debenhams, international operations at Peloton during its explosive pandemic-era growth, and commercial/business analysis at Lipsy. Today, she's part of the team at OSP Retail building Macro Space Optimization (MSO), a data-driven platform that helps retailers make smarter, less emotional decisions about how they allocate space across categories and stores.
In this conversation, we explore how Nayaa's varied background shaped her approach to solving one of retail's oldest arguments, what MSO actually does under the hood, and why data-not gut feel alone, is becoming the deciding factor in how stores are laid out.
Three Key Takeaways:
1) Data removes the emotion and bias from space planning. Buyers and merchandisers are naturally attached to their categories ("gut feeling" and personal relationships with brands can skew decisions), but tools like MSO base space allocation on actual customer data rather than assumption- while still allowing manual overrides when needed.
2) Store clustering reveals patterns you wouldn't expect from broad averages. Grouping stores by similar customer behavior (rather than just size or region) uncovers surprising insights like cat products outperforming dog products in London versus the rest of the UK.
3) Space planning should happen earlier in the buying process, not as an afterthought. Traditionally, ranges are built first and then squeezed onto shelves; bringing space considerations in at the buying stage (rather than fitting products to space later) leads to better commercial outcomes.
If you would like to hear more about how OSP could help you with your space challenges- drop us a message and we can put you in contact with the team.
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