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A major supermarket will significantly reduce the number of products on offer in an attempt to “simplify” the shopping experience for customers. Coles said the decision was made to help remove duplication and add choice, with the supermarket giant aiming to achieve this through “double-digit rationalisation”.
QUT consumer behaviour and retail marketing professor Gary Mortimer said the reduction in products could potentially reduce retail prices. “Once you give customers multiple product choices, they often become overwhelmed and often make poor choices,” he told 7NEWS.com.au. “Once you reduce your range, it lowers supermarket costs and hopefully lowers prices.
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