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Selectability

Selectability is a term coined to represent the increasing complexity in selecting merchandise. Issues at the shelf include sizing, compatibility, language, technical information, and brand clarity. Selection is a process of elimination.

Figure 3-5 shows a wine shop featuring hundreds of similar bottles of wine. The wine merchant has first categorized them into whites and reds. If the consumer wants a red wine, for instance, he can immediately eliminate half the choices. The secondary selection element is the type of wine—Pinot Noir, Merlot, Burgundy, or Bordeaux. Now the shopper can select through a much narrower field of choice.


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