This paper reports on the first stage of an empirical research study. Conducted in the UK, it examines the operational strategies deployed by a number of leading retailers in fast-moving consumer goods sectors. A taxonomy of the operational strategies used by the firms is provided and the unique components comprising such strategies are described. The work then offers practical guidelines for developing unique and tailored operational strategies that match th ecomplexity of both product and supply system behaviour. This, together with the identification of the impact of such strategies and their components, leads to a unique supply pipeline 'mapping' method that allows retailers and their suppliers the opportunity to provide flexible and responsive solutions to the increasin demands for mass customization.