Logic over freedom: how much choice does your customer really want?

The term 'choice' is one that carries an air of positivity in a generation where freedom is focus. From food at different restaurants to the selection for browsing and purchasing online, the options are endless.
However, true to our British roots, we find the opportunity of getting too involved slightly daunting (although we would never complain about it). And it turns out, too much choice can often confuse consumers and turn them away as potential buyers.
Retail Ignition: The Future o