Overcoming marketing objections: laying out yogurt like a website.

Ever try to buy yogurt “quickly”? The dismayingly large selection takes some serious navigation.

As Barry Shwartz demonstrates in ‘The Tyranny of Choice’, studies show that greater choice is actually psychologically difficult for people.

The more alternatives there are, the deeper our sense of loss [at the items we didn't choose] will be and the less satisfaction we will derive from our ultimate decision.
Scientific American Mind; 2004, Vol. 14 Issue 5, p44-49

Those are some serious objections to overcome! How can a retailer offer the product selection people expect, while making the decision process less overwhelming?

This grocery store handles it by merchandising yogurt like a website. The main menu provides navigation and product features. Further “into” the “site”, colour coded “subpages” direct you to your section.