Although it is counter-intuitive, you usually can increase sales by offering customers fewer choices rather than more choices.
Clare Florist, a U.K. company, knows if customers made previous purchases, they will buy again. Originally the florist thought a past purchaser might like to order different items. So, in addition to the product most recently ordered, the company provided two other additional items.
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Source: Reggie Brady, Today@TargetMarketing, 12/12/13