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Reducing the ‘friction’ of too many choices makes your buyer’s decision easier
Marketers might not like the idea of cutting down their ranges, but reducing choice is one way to stop ‘micro-frictions’ getting in the way of the sale.
My local Waitrose has stopped selling plastic carrier bags at the self-service checkouts. At every till there are two signs explaining the reasons for this ecologically sensible change. They have been up for a while now, so you know to come prepared with your own bag or juggle the odd few items in your hands. It all makes sense.
