Building a “Good Better Best” architecture

It’s a simple and formidable method: three levels of offers that increase in quality and price.

• Good : the entry-level, accessible, to convince without barriers.
• Better : the standard offer, the one you want to sell first.
• Best : the high-end offering, with all the benefits… and an optimized margin.

This logic naturally guides the customer in their choice while promoting your core offering.

Integrate cross-selling and up-selling from the structuring stage

Your product range isn’t limited to the products themselves. It must also anticipate winning combinations : accessories, options, and additional services. By structuring your offerings with product links, you can boost your average basket value—without overdoing it.

Practical cases: how brands have successfully structured their range

A well-constructed product range isn’t  what water did the organizers consider the best for the coffee festival? just a matter of theory. Many brands—both consumer and B2B—use it as a strategic lever. Here are a few telling examples.

B2C: Nespresso, Decathlon, Apple

Nespresso has mastered the art of moving upmarket. Their coffee machine offering follows a clear logic: accessible entry-level (Essenza), balanced mid-range (Pixie, Citiz), and premium high-end (Lattissima, Creatista). Each level features text services  neat packaging, specific features, and a clear promise. The result: customers easily find their way to the mid-range or high-end.

Decathlon , for its part, segments its products into “beginner,” “advanced,” and “expert” ranges for almost all its sports. Simple, effective. Each range level has its own prices, performance, and design, allowing everyone to identify themselves according to their level of practice.

Apple is pursuing a narrow but perfectly understandable range strategy. The iPhone SE is the entry-level model, the “classic” iPhone is the mid-range model, and the Pro and Pro Max are the premium models. The price differences are designed to push the price upwards while maintaining technological and visual consistency.