The business approach of offering a huge range of products (or services) is an outdated strategy and no longer in line with what consumers want. Having too much choice is NOW a tax on a consumer's time and attention. Consumers don't want more choice, they want an increase in confidence the fewer choices they have will fulfil a need. Google has found keyword search terms incorporating the term "best.....for me" has grown by 80% on mobile devices in the last two years. Consumers want retailers ...
