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No Choice? No Problem
By: Dwayne W. Waite Jr.
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As much as people like to say that they like options, the research suggests that people are better off with fewer options. We have covered the "paradox of choice" before; when people are presented with more choices, not only do people make worse decisions, but the probability that they are less happy with their decision is greater.

Consumers are a confusing bunch.

That's why as communicators we want to make decision-making as easy as possible for our consumers. We want to give them the perception of choice, but to guide them so they have a good buying experience, and they are happy with their decision.

One brand in particular is making the process very simple.

One Dress A Day is an online retailer that will be launching toward the end of August. Its purpose: to sell one dress style a day, every day. Yes, the retailer will have one dress for sale on its site, with each dress having its own ad campaign and style tip.

It is a very interesting concept, and we think it could do very well.

How many times have you gone to a website for something, and just couldn't make up your mind, and left the site not buying a thing? One Dress A Day hopes to capture those lost sales. Go online, see the dress. Like it? Good; buy it. Done. 

On the flip side, One Dress A Day will have to counter the perceptions of online shopping. Many shoppers go online for deals, discount "steals," and the experience of wasting time looking at styles and new arrivals, seeing if there is anything that could actually fit their wardrobe. Some may shop online because they have nothing else to do. One Dress A Day won't fit that consumer profile.

But will it matter? We shall see.

This is a fun and intriguing answer to fighting the abundance of choice online. We will be very interested to see how they do.

Picture Credits: Taylor Callery, "No Choice"

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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