In this presentation, Sheena explores how to optimize extensive product assortments. Today, the absolute number of products available to consumers is constantly increasing–as a result, ensuring that your products stand out from the competition has never been more important. Sheena answers questions such as: How many options should you offer? Is it possible to give consumers too much choice? How should options be displayed? And finally, how do contextual features affect optimal assortment?
Sheena S. Iyengar is the inaugural S.T. Lee Professor of Business at Columbia Business School and author of The Art of Choosing. A world-renowned expert on the subject of choice, she says that choice can provide a sense of freedom and control that is essential to our well-being. Sheena’s interdisciplinary research on how and why we choose, and what we need to do to choose better, has surprising and profound implications for our personal and professional lives.