Did you know that giving customers too much choice is likely to reduce sales?
It is true and something I experienced personally when attempting to purchase a mobile phone recently. I was clear in my intention, I knew the make of phone I wanted and as a frequent international traveller I felt the choice of package would be straightforward. However, when presented with a bewildering array of tariff options and add-ons I left the shop without buying the phone and resolving that I needed to think about it. But I still haven’t bought a new phone and the shop would have been better served presenting me with fewer options.