https://www.entrepreneur.com/article/339296

In the age of infinite customization, too much choice can be a bad thing. Consumers appreciate multiple options, but they don’t want to design their own products and services from scratch. Companies lose sales when customers experience choice overload. To convince people to buy from your brand, you must walk a fine line between too little and too much data.

Accenture’s Pulse Check 2018 discovered that 91 percent of of consumers are more likely to buy from businesses that provide relevant offers and personalized recommendations. When it comes to sales, relevance makes the difference between a satisfied buyer and an overwhelmed prospect. People will flee from the pressure when forced to choose from a wall of irrelevant options, but when they can fine-tune recommendations that already make sense, they feel much more comfortable.