How Did "Single Product Explosion" Achieve Success?

Many companies feel that "more is better" and provide consumers with numerous choices. They find what is the best choice when developing products, and find it difficult to decide at the end. So finally, the "hard decision" was left to its consumers, thus creating complex product lines and colorful colors. These companies also believe that this "gives consumers freedom", which in fact only deprives their brains of making the process of consumer choice "painful process".

There is such a psychological experiment:

The researchers set out a series of expensive jam and provided consumers with trial opportunities, while giving each person a discount coupon so that they could buy jam at below market prices. The experiment is divided into 2 groups, one group has 6 jam, the other group has 24 jam, all can be purchased arbitrarily.

Finally, the researchers found that among the 6 groups of jam, 30% of consumers tried to buy it, while only 24 of the 24 groups offered a choice.

Why?

Because fewer choices mean lower decision-making costs. In the 6 jam group, consumers only need to compare 6 tastes and quickly make decisions through the exclusion method to decide which one they want to buy.

But in the 24 jam group, consumers always want to say, "is the next item better than this one?" they always want to make the "best decision", and they consume a lot of brain energy before they compare the 24 jam. Finally, out of the need to save energy, they simply gave up buying.

For these consumers, the pain of making decisions is more than the "good mood" that shoppers can buy. Moreover, too many options make the last selected product less attractive. We always wonder if the one we chose is not better, which makes us more and more skeptical about our decisions and even the last. Return goods Get things done.

In the past, we simply equated "cost" to "price", but in fact, the cost for consumers to buy a product is far more than that of price. In order to use a product, the cost of the consumer can be: a sum of money (price), a decision (carefully comparing all kinds of goods), paying for buying behavior (running to buy or running to get express, etc.), and learning (learning how to use).

These consumer costs correspond to product attributes: price, convenience, convenience and ease of use.

These product attributes correspond to each other. marketing strategy It is: reducing sales promotion, reducing category and channel strategy, such as opening more stores on line, online logistics, payment system, etc., and improving usability.

In the past business strategy, we have been advocating "price is king" and "channel is king". Recently, we have been saying "improving usability through interaction design", but few enterprises really reduce consumers' " Alternative cost "