How Large Assortment Choice Increases Shoppers’ Perceived High-End Quality

"Providing a large assortment from which to choose creates the perception of higher quality and increases consumer willingness to pay for it," write researchers, Marco Bertini of The London School of Business and Luc Wathieu of the McDonough School of Business, Georgetown University, in their article "Choice Helps High End Products, Hurts Low-End Products." in the Harvard Business Review: The Future of Retail. The research results raise positive aspects of effective assortment planning and management as well as competitive pricing intelligence to deal with the elements I call: Product, Pricing, and Prestige. Upstream Commerce – Read more…