Less choice is better

In its top 20 categories a typical grocery store might have 200 product choices, 5 segment choices, 7 brand choices and 5 size choices.

A typical hypermarket has more than 40 000 SKUs to choose from. Shoppers have too many choices to make. The key in the future will be to simplify the shopping experience. It takes time and effort to shop for something new. Shoppers simply can’t decide what to buy if there is too much, such as price, nutritional value and brand to consider.

Make categories more shopper friendly and focus on how choices are presented on the shelf. This will deliver better sales and results.

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