Assortment Dominanation You've determined to buy a new carpet for your drawing room. Two shops are situated right the opposite to each other and the prices are practically the same. In one shop you are offered a half dozen of colours - and all of them are the most popular ones. The other offers you more than a hundred colours. Where would you go?
Whatever your colour profile is, you would do the same thing. You would want to have freedom of choice, nobody likes limitation of their freedom. So, let's say goodbye to the first shop and go to the second one. And greet the new marketing strategy, which is called 'assortment domination'.
Assortment domination means goods supply in such number of variants that you become the leading seller of the product in the market. No matter who you are - the manufacturer or the seller, you'll gain success, having become the only possessor of the goods of certain price.
Wide colour assortment gives the customer choice. However this choice is limited by the palette of the colour moderate, as major part of population is attached to this colour palette.
Wide colour assortment gives the customer the chance to choose. However usually this choice is limited by the colour from moderate's palette, because the biggest part of population belongs to this category.
The truth is that if the shop assistants arrange carpets in the order in which they are sold, the colour spectrum will be as follows: beige, beige, beige, beige, maybe light green, one or two blue, one or two red and a couple of gray, and then beige, beige, beige, beige, beige, beige, beige. But who will go to the shop like that? Who will want to buy a carpet in the conditions of limited choice? Nobody! It's enough to see the shop window to turn away in a fright and go to another shop with the wider choice. And buy a brand new beige carpet.
The same refers to selling paint. We go to the shop where about 1200 colours and 2000 hues are offered. We want to know that we can buy the paint of any colour. But every paint manufacturer and paint seller will tell you that 70-80 percent of paints sold account for white and light beige colours.
Of course there are shops oriented on particular group of customers - colour leaders, colour moderates or colour neutrals. But those, who count on these three groups together, gain greater commercial success. In such shops it is possible to find the paint suitable for colour leader, and this colour won't meet disagreement on the side of colour moderates, on the contrary, it'll make them feel that they keep pace with fashion. These shop owners research demand, seek for something new and foresee future. They want their shops to produce the impression of modern enterprises. Today even the most famous supermarkets try to keep pace with their customers - colour leaders.
Assortment domination does customers only good. This is exactly that case when customers and sellers interests coincide. | 
