In re: Secret world of Trader Joes

Swapping selection for value turns out not to be much of a tradeoff. Customers may think they want variety, but in reality too many options can lead to shopping paralysis. “People are worried theyll regret the choice they made,” says Barry Schwartz, a Swarthmore professor and author of The Paradox of Choice. “People dont want to feel they made a mistake.” Studies have found that buyers enjoy purchases more if they know the pool of options isnt quite so large. Trader Joes organic creamy unsalted peanut butter will be more satisfying if there are only nine other peanut butters a shopper might have purchased instead of 39. Having a wide selection may help get customers in the store, but it wont increase the chances theyll buy.

via Inside the secret world of Trader Joes – Aug. 23, 2010.

I really like Trader Joes, always amazed how cheap it is and they usually have something I wasn’t expecting, but gotta admit I knew very little about them.  Well guess what, seems like nobody knows much about them, but Fortune Magazine tried to dig up a scoop and didn’t get much, but still found it real interesting.  Did you know it was owned by some Germans?  (the Aldi Nord owners if your curious)


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