Two researchers from Columbia and Stanford have written an interesting research paper which may contradict long held beliefs that product choice is king in retail. They conducted three studies which reviewed the patterns and habits of people deciding a path when both a small and large set of options were provided. I recommend that you read this paper and take it’s findings into account in your merchandising behaviors as well as site, store and catalog design.
While I understand the frustrations of having many products to choose from, I suggest that it comes from a lack of clear information and assistance provided by the retailer which makes the process frustrating and demotivating. (continue reading…)
