The Paradox of Choice

"As the number of choices keeps growing, negative aspects of having a multitude of options begin to appear. At this point choice no longer liberates, but deliberates. It might even be said to tyrannize" (Barry Schwartz - The Paradox of Choice).


Making shoppers to chose your products it's like making TV-zappers to watch your ad. 


First of all, you have to be on their shopping path. Shoppers chose the store format depending on their shopping mission (bulk shopping, top-up, emergency shopping just to name the basic ones). A manufacturer has to make sure that it focuses on the right channels with its products. On average, shoppers visit only 30% of the shelves of a store - even if they declare that they visited "everything".


Secondly, your category has to be easily reachable. People don't want to consciously think in-store. If they have to stop to figure out where should they go next - they get confused, frustrated and may skip a category.


Once shoppers are close to your category, you have to make them stop to review the assortment. If it's a destination category - that's very easy. But if your category is preferred or convenience you have to work really hard to make it noticeable.


After shoppers shoppers stop to chose their product - how can you make sure they buy something? Easy: by clearly segmenting the shelf according with decision tree. It's difficult to chose between 200 deodorants & 20 brands. But it's more easier to chose between 30 antiperspirants aerosol and 5 brands. 


Less choice is sometimes more choice.