One of the most common questions in retail is: Why don't you carry more? It's a fair question. After all, if customers like having options, wouldn't more options create a better shopping experience? Not always. In fact, one of the things I've learned through both research and experience is that more choices often make decisions harder, not easier. Anyone who has spent twenty minutes scrolling through hundreds of nearly identical products has probably experienced this firsthand. More colors. M...

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