The book “The Paradox of Choice” (2005) by the renowned American psychologist Barry Schwartz begins with an anecdote about buying jeans. As a man who had simply bought “a pair of jeans” his whole life, he was quite surprised when faced with a large selection in the store. Regular, slim fit, relaxed, washed or plain, button-fly or zipper fly? Schwartz admits he was confused. He didn’t know what to choose.
Indeed, we’ve all found ourselves countless times in the situation that Schwartz encountered.
We don’t mean to say that having a wide selection is a bad thing. A range of jean models means that individuals of any body type and fashion taste can find those that suit them. The problem lies in the fact that, as the psychologist emphasizes, what was once a simple task—like buying jeans—has become complex and exhausting.
In the past, the problem was quite the opposite. There wasn’t enough choice. Many people had to settle for whatever product was available, even if it didn’t perfectly suit them. The selection was minimal, but so was the time we spent making choices. Today, the situation is reversed.
The solution has become the problem.
Thousands of decisions and millions of pieces of information
According to research by neuropsychologist Barbara Sahakian and neurologist Jamie Labuzetta, an adult makes around 35,000 decisions per day. (For comparison, a child makes “only” 3,000.) Of course, a significant portion of these decisions are made automatically and subconsciously, relying on established judgments, knowledge, and past experiences. However, this number is surely linked to the numerous choices we have to make daily, especially when deciding what we want or need to buy.
There’s also the availability of information, which theoretically should make our choices easier. We say theoretically because, in practice, often happens exactly the opposite — information overload. With the deep well of knowledge and advice available to us literally at every moment, the information at our disposal often further complicates our decision-making process.
Once, people had to make an effort to obtain information. Nowadays, the real problem lies in the selection. It seems like we need specific meta-knowledge to choose and process only the information that will be useful to us.
And again, the solution has become the problem.
Where are we in the e-commerce right now?
With the growth of options and technical possibilities, especially with the upbringing of new generations that see everyday situations as opportunities for experiences that will reflect their attitudes, values, and tastes, shopping is becoming less transactional and more of a product discovery event.
The first generation of online shoppers on the internet searched for a specific product, in a precisely defined variation – Levi’s 501 jeans size 27/30. Jeans could be purchased from online stores with a wide range of products. Clothing was just one of them.
In the second generation of e-commerce, specialization occurred. Instead of visiting online stores that sell various categories of products, customers visit specialized stores, for example, in fashion. They no longer have a specific jeans model in mind; instead, they seek the perfect pair of jeans. It’s no longer just about buying jeans – first, they need to be found.
Finally, the third generation of e-commerce brings a focus on individual experience. Here, the key verb becomes “to discover.” Instead of finding the right pair of jeans, it’s about experiencing fashion.
Once a transactional relationship has become part of everyday life and lived culture. Shopping is no longer just what enables life to happen. The experience of shopping and discovering new products has become an integral part of life. And in doing so – precisely because of the information overload – personalization plays an increasingly important role.
Will personalization save us?
We can all agree that my experience isn’t the same as yours. In other words, every person has a unique set of needs, expectations, and tastes. Without personalization, it’s very difficult to create meaningful content and provide a relevant shopping experience. Offering winter tires on sale to someone who doesn’t own a car would be pointless.
In addition to providing an experience of discovering truly relevant products, personalization in online shopping is crucial for combating the internet’s information overload. Discovering relevant products in a lifestyle environment, easy browsing, and simple navigation through the catalog enable a smooth shopping experience that seamlessly integrates into everyday life.
Jobs-to-be-done in online shopping
Recommend is a personalized product discovery platform where various products are presented in a jobs-to-be-done format. Jobs-to-be-done is based on the assumption that people hire products or services to accomplish a specific task or to satisfy a particular need. A person buying a drill doesn’t actually want a hole in the wall, but rather a shelf for books on the wall. The hole and the drill are there to facilitate achieving the goal.
That’s precisely why we decided to approach products within this framework. Every piece of content on Recommend answers the questions: what problem does this product solve for me? what do I gain from it? how will my life become better because of this product?
We provide our users with summarized information and relevant products in a digestible and straightforward format. With Recommend, you don’t have to spend hours learning about different types of jeans, differences between cuts and models, searching for various brands in different online stores, comparing prices, or draining your energy and emotions in daily decision fatigue…
Save your energy and time for big decisions and important moments in life. Come to Recommend for shopping advice and a personalized experience, find out which product solves your problem, and buy it in two clicks.
Things in life must have a proper measure. And Recommend is the right measure for shopping.
