In the current business world, satisfying customers is one of the core goals. According to Barry Schwartz’s TED talk, businesses have been forced to adopt different methods to retain and even attract more customers. One of the ways businesses have adopted is the introduction of a lot of wide choice in their stores. As Kirk (2018) explains, the decision to have a bigger selection in businesses emanates from customer demands.
For businesses to create customer loyalty, they should ensure that they fully listen to their customers. Consequently, businesses have been forced to listen to their consumers, especially on creating a bigger selection within themselves. Many customers will argue that an increase in product choice shows an extension of themselves. Generally, different people will prefer different brands. The variation in consumer demand for products is even extended further by the many advertisements that different people come across. For instance, when Coca Cola’ company ignored the consumer pressure to extend its brands, its total volume sale for soft drinks dropped straight for over a decade. The company had to stock bottles and cans that had labels of different common names.
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In addition, an invitation was made for customers to request their own customized can. Within three months, the sale had been overturned by an increase of 2.5 percent (Schwartz, n.d.). A similar case was witnessed with Great Britain’s tourism campaign when it invited the Chinese residents to give Chinese names to the British landmarks. The use of social media names led to a 27 percent rise in Chinese visitors to the United Kingdom (Kirk, 2018). Thus indisputable that however bigger selection may be argued to create an illusion of choice; the choice to expand selection originates from the pressure demands of the consumers themselves.
References
Schwartz, B. (n.d.). The paradox of choice. TED: Ideas worth spreading. https://www.ted.com/talks/barry_schwartz_the_paradox_of_choice?language=en
Kirk, C. P. (2018). How customers come to think of a product as an extension of themselves. Harvard Business Review Digital Articles, 6–10.
