When it comes to customer choice, less is more.

Although it is counter-intuitive, you usually can increase sales by offering customers fewer choices rather than more choices.

Clare Florist, a U.K. company, knows if customers made previous purchases, they will buy again. Originally the florist thought a past purchaser might like to order different items. So, in addition to the product most recently ordered, the company provided two other additional items.

However, sometimes simple is better; too many choices may paralyze the consumer. The florist tested featuring just the product category of the past purchase. And the test won-by a wide margin.

Source: Reggie Brady, Today@TargetMarketing, 12/12/13