June 14, 2016
By Phillip Van Wagoner
It’s often an unchallenged assumption that offering a variety of choices is the best way to give our customers what they want.
It sounds like this: “If my store offers a wider variety of styles or products, my customers are more likely to find exactly what they’re looking for.” But do people know exactly what they’re looking for?
Choice is important, but there are a lot of reasons why this perspective, left unchecked, can be damaging to your brand, burdensome for your customer, and problematic for your business.