A Better Choosing Experience

Source: Strategy + Business, Winter 2010

When consumers are overwhelmed with options, marketers should give them what they really want: ways of shopping that lower the cognitive stress.

Although people tend to be skeptical of any attempts a business makes to “guide” them, when it comes to choosing, you truly can help consumers help themselves. To accomplish this, here are four actions you can take:

  1. Cut the number of options.
  2. Create confidence with expert or personalized recommendations.
  3. Categorize your offerings so that consumers better understand their options.
  4. Condition consumers by gradually introducing them to more-complex choices.

Offered together, these actions can distinguish your company. Rather than trapping people in a morass of alternatives, you’ll be one of those rare companies whose offerings rise to the top by raising customer spirits.

This entry was posted in Uncategorized. Bookmark the permalink.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s