A Smaller Selection of Products May Boost Sales

In the past, Coca-Cola offered about 400 distinct drink varieties. The beverage business decided to stop selling half of them recently. Tab, Zico coconut water, Diet Coke Feisty Cherry, and Odwalla juices were among the goods that were axed. Reducing their food options from mayonnaise to cereals is what other American firms are doing. Automobile manufacturers are also providing fewer models and concentrating more on what they believe will appeal to consumers. The number of cereals offered by Stew Leonard’s, a food store chain with locations in Connecticut, New York, and New Jersey, has decreased from 49 in 2019 to 24.


Among other goods, Edgewell Personal Care Co., the manufacturer of Banana Boat suntan lotion and Schick razors, has discontinued certain varieties of its antibacterial wipes, known as Wet Ones. The Goodlettsville, Tennessee-based Dollar General used to sell six varieties of mayonnaise. It now provides two. In December, Dollar General’s chief executive officer Todd J. Vasos assured experts that consumers would not be able to tell the difference. “When she goes to the shelf, it will actually make her life a little simpler.”


There are also fewer options available to consumers shopping for autos. In an effort to simplify the manufacturing and purchasing processes, General Motors and Ford have both declared that they will be reducing the number of option choices available to customers on their vehicles. That is not the same as a few years ago, when businesses tried to give customers more options. Some people who shop online have come to believe that greater options equal higher sales. More options, however, don’t always. A year or two prior to the epidemic, businesses began cutting back on the variety of products they offered.

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