Shopping: Less Can Lead to MoreAndrea Booker |
The less clutter I have in my life the better. The same is true when I shop. Many times, I’ve walked into cluttered bargain stores only to leave empty-handed. Although the prices are terrific, the nuisance of having to cut through the clutter keeps me from making a purchase. Too much choice overwhelms me.
According to GfK Roper (subscription required), 54 percent of global consumers agree that having less choice makes it easier for them to reach a purchase decision. So why overcomplicate an experience that for some is a way to find enjoyment while for others is a task that already comes with pressure?
Start-ups are looking to tailor their business models to make consumer shopping experiences as stress free and rewarding as possible. An example is the rise of subscription commerce sites popping up on the Internet. According to GfK Roper, while consumers value being stewards of their own shopping experiences, they also appreciate help “curating” the choices so that they can make optimal purchase decisions.
Companies like ShoeDazzle.com, Beachmint.com, and BirchBox.com are appealing to consumers’ need to be clutter free and still get value for their buck. These sites tap into the consumer’s sense of style and preference by initiating the relationship with a short survey. Then, an expert stylist narrows down the number of choices to those that best suit the consumer. Each of these recent start-ups is leveraging consumers’ desire to be in control—and not overwhelmed by an endless array of products.
Honing in on consumers’ likes and dislikes helps refine their decision-making process. With so many companies vying for a consumer’s business, those that take steps to actively understand their customers’ preferences and then filter product choices accordingly are well positioned for success. By engaging their customers, retailers can continually adapt to consumers’ ever-evolving shopping attitudes and behaviors. Otherwise, consumers are capable of finding what they need elsewhere.
Topics: Payments Strategy