Choice can often be the enemy of retail,
… particularly in this omni-channel, customer driven landscape, where endless assortment is often the commercial weakness of collections and the bain of time-starved customer.
A return to selling must have heroes, and stars, and best sellers and favourites, essentials and most desirables, where the retailer leads the customer, the so-called experts inspire the uninspired consumer.
M&S leads with powerful propositions, selling the stories that connect with the customers, mixing the message from internal brands to power categories, end-use statements to fashion position proclamations.
The purity of the information hierarchy, forsaken for the relevance of message, communicating connection points, right for the customer within the context of their lives where categories, collections and lifestyle choices vie for priority in their busy lives.
Is your assortment structure making life complicated for your customers, and difficult for yourselves?