So what do these two case studies tell us about range architecture? At Step Change, we reviewed more than thirty range architectures last year and there’s one principle that surfaced time and time again:
Make it easy for the customer.
A range should only be expanded where it clearly makes the choice easier for a customer segment. In the right situation, adding a choice to the range can increase average weight of purchase, make the sales cycle shorter and even reduce post-purchase regret. But before you add anything new pull out the pruning shears and cut as much as you can.