“Presented with too much open-ended choice, a lot of people only really “want that one” or “more of what I (my peers) like but maybe just a bit different” – something they can point to, copy or tweak without having to go to the trouble of inventing it from scratch, something not too out there, but with a bit of wow factor every now and then. So how can you give customers what they want, without making them work too hard, or fading into a sea of sameness?”

Moensie Rossier shares her thoughts on Inside Retail.