7 September 2017
Faced with an ‘open all hours’ shopping culture, consumers increasingly feel overwhelmed by the choices they make every day. In fact, thinking about anything beyond the here and now begins to feel like a chore. Barry Schwartz, author of The Paradox of Choice suggests that too much choice, “produces paralysis rather than liberation and with so many options to choose from, people find it very difficult to choose at all”.
In our 2017 Life at Home Future Insight Report, published over two years ago, we explored how consumers are relinquishing control, outsourcing decision making and welcoming an element of surprise. Here we take a look at some of the apps and retailers that are changing the way we choose.
The London based FoodMood app uses a Tinder-style swiping activity to helps diners work out exactly what it is they want to eat. In a dozen swipes, the app works out your food mood and provides recommendations for restaurants you’ll love.
Simplifying choice has extended to our retail environments as German discount chains, Aldi and Lidl continue to accumulate market share, owing to their lower price point but also the simplicity of their ranges. This is also true of online retailers, with Brandless offering a limited range of items all at the same price point.
Bar Roulette App
Social media is becoming the go-to method for consumers to rate and explore new restaurants and bars. For the adventurous, a new web app, Bar Roulette uses Uber, Yelp and Foursquare to plan a secret night out, picking a high rated local venue but keeping the destination a surprise until you get there.
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