In this Applied Project, the main question is: ‘’What can webshop Zalando do to improve to avoid the negative effects of choice overload on dutch consumers between 20 and 40 years old?’’
The objectives were (1) to find out what Choice Overload exactly is, (2) to see how the target group experiences Choice Overload on Zalando’s webshop, and (3) to write advice about what Zalando can improve on their webshop to avoid the Choice Overload effect and its (negative) results. The project consists of desk research, written in the Literature Review, and field research. That consists of a survey with 106 respondents and a deep interview with 7 interviewees. It is therefore a combination of quantitative and qualitative data.
Choice Overload is a feeling that occurs as a (negative) result of too many choices being available to consumers. It can result in less consumption and less satisfaction. Also, a boost in negative emotions makes the chance of regret high.
The largest group of respondents knows how to navigate on the webshop and likes the amount of (product)filters. They do think Zalando’s current product page contains too many products.
There are 3 ways how to lower the feeling of choice overload:
- Offering fewer product options on one product page
- Structuring a product page based on product features
- Adding a recommendation tool to the webshop
Each one of them has been tested during field research. Offering fewer product options on one product page is a basic solution that can support the other 2 solutions. The recommendation robot can guide users through the product options and can serve as additional assistance. The feature filter can better structure a page so that viewers can search more independently. The next steps are to develop a conceptual version of the recommendation robot and the feature pages to formulate complete advice for Zalando.
Pien Anne Louise de Laat – MA Marketing APR21 https://www.linkedin.com/in/pien-de-laat/
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