Print Page   |   Your Cart   |   Sign In
News & Press: Arizona Business News Updates

Sell More by Adding Variety

Thursday, September 1, 2011   (0 Comments)
Posted by: Rhette Baughman
Share |

People buy more jelly beans when they’re offered an assortment of colors. This is true even if all the different-colored jelly beans taste exactly the same. After reviewing 50 experiments that involved more than 5,000 consumers, researchers at Switzerland’s University of Basel, Germany’s University of Mannheim, and Indiana University in the U.S. concluded that the more choices for the shopper, the better.

There are two sorts of product lines where you are especially likely to realize sales increases when you augment variety.

1. Product categories in which you’re seeing a dramatic increase in sales. These increases are a sign that you could be a destination location for that sort of merchandise. If you’re selling lots of soccer equipment, expand the merchandise assortment to draw even more soccer equipment buyers.

2. Product categories that are underperforming in sales, compared to what you’d expect. If you’ve got evidence that other retailers are selling more baked goods than you, per square foot of merchandise space, consider expanding the variety of baked goods you offer in that merchandise space.

It’s not enough just to load on variety. It’s essential that you give the shopper a way to smoothly sort through the choices. Otherwise the abundance of alternatives will overwhelm and immobilize the shopper. As you introduce expanded alternatives, give the shopper meaningful categories to use.

Researchers at Stanford University and Columbia University find that categories enhance the sense of control by allowing the consumer to give reasons to themselves for the choices they’re making. For foods and beverages, the categories might be by taste (coffees are mild, dark roast, or nutty). For clothing, the categories might be by usage occasion (leisure, office, party). For power tools and sports equipment, the categories might be by level of expertise recommended.

Bruce D. Sanders
Consulting Psychologist
Vacaville, Calif.


Get $5k-$20 in Free Marketing: Make 2016 Your Year for Success!

In Business Magazine

Use In Business Magazine as a tool to reach your customers for 2016. Through Print, Online, Social Media, Email & Events, you can realize an additional $5k to $20k in free advertising with In Business Magazine over 2016.


Small is the New Black


What's trending for 2016? Small Business! This year, resolve to support our local economy by "Thinking Small" at least one time each week! Need help finding a small biz? Visit! #ThinkSmallBiz


Allowing you to concentrate on what's really important.

Low and Johnson Inc.

We understand the insurance needs of locally-owned businesses because we're one, too. As an ASBA member backed by CNA, we're dedicated to helping small businesses like yours safeguard all you've worked so hard to build.



ASBA 101


Date: Held monthly
Time: Click to check times
Location: Phoenix or Tucson


ASBA Speed Networking


Date: Every 2nd Tuesday of the Month
Time: 3:00 PM - 4:30 PM
Location: Phoenix or Tucson

You're important to us and we want to help protect you

Mutual of Omaha

Protecting you and your family through the use of insurance products. Purchase an insurance policy with lower premiums and/or enhanced benefits not available to the general public.


Have questions on small business and health insurance?

Health Insurance

Get the latest on individual, sole proprietor, or group plans related to small business. We can help you find the right plan for you, and your employees. Click to learn more!


CopperPoint Insurance Companies

CopperPoint Mutual

CopperPoint Insurance is Arizona's premiere provider of workers compensation insurance. We've been providing coverage and advocating for Arizona businesses, small and large, throughout the state since 1925.


Association Management Software Powered by YourMembership  ::  Legal