Customer Quote by Grant McCracken
![“We need [retail] shelf space to serve as our deep space. We are going to put things there and invite the consumer to give it a try…Most consumers engage in variety seeking, in any case. Why not invite them to pursue it within a purchase instead of across purchases?” quote by Grant McCracken](https://sms4smile.com/quotes/img-quotes/5e3/grant-mccracken-81705_customer_we-need-retail-shelf-space-to-serve-as-o_506979.jpg)
““We need [retail] shelf space to serve as our deep space. We are going to put things there and invite the consumer to give it a try…Most consumers engage in variety seeking, in any case. Why not invite them to pursue it within a purchase instead of across purchases?””
About This Quote
Source Article: Harvard Business Review, “The New Shelf Space”, 2015
Brands should treat retail shelves as expansive platforms, encouraging consumers to explore variety within a single purchase.
In simple terms: Use shelves as a space for varied consumer choices.
Key Takeaway
Design retail experiences that invite exploration.
Themes
marketing
consumer behavior
retail strategy
Mood
analytical
strategic
Type
insightful
practical
When to use this quote
- store layout
- product placement
- promotional campaigns
- consumer research
Key Concepts
variety seeking
choice architecture
Questions to Reflect On
- How can you simplify choice without limiting variety?
- What incentives encourage in‑store experimentation?
A Different Perspective
Consumers may feel overwhelmed by too many options.
