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:
- Cut the number of options.
- Create confidence with expert or personalized recommendations.
- Categorize your offerings so that consumers better understand their options.
- 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.