“Consider the In-N-Out menu, where options are simply numbered #1, #2, or #3, compared to a complex French restaurant where the decision-maker might struggle to pronounce the names of the dishes,” he said. “Even if an elevated experience is desired, it can still create a rather frustrating experience for the consumer.”
“If all loyalty programs and data focus on delivering a customized experience based on my past interactions, then the predictive error of my future choices becomes that of randomness,” he explained.
“Humans are irrational creatures, and past performance never guarantees future results. By allowing individuals to browse and explore, we encourage a more curious experience that adds value…when we browse and discover, there is a sense of pride in our choices. Allowing this freedom empowers the consumer to discover a new favorite, or perhaps the simple pleasure of autonomy is enough to entice them to return.”
