Spoiled for choice

There’s an old retail philosophy – limit your customer’s choices. A rainbow of options might be a feel-good factor behind the counter, but from the buyer’s perspective, it can be a decision-killer. It’s a known fact that when confronted with too many choices, some customers will simply walk away.

Henry Ford imperiously told his motoring public they could have any colour of the Model-T, as long as it was black. Paper merchants have been guilty of the opposite sin – the variety they have presented in this relatively small market, often in heated competition with one another, has been overwhelming.

The cold truth is that a star-studded paper portfolio sits awkwardly with today’s market realities. Specialty houses aside, printers locally and globally are now producing shorter runs, generally on lower-quality grades. Rapid turnarounds on smaller jobs, and electronic attrition have reduced viable stock choices.