No visual on file
Decision Fatigue
Entry #0848
Why a returning customer is shown fewer options, not more
Past behaviour narrows the relevant set for a returning customer, sparing the brain comparison cost that would otherwise delay or prevent a repeat purchase.
Adept
The hidden part
#0848
Personalisation is not about showing the customer what they want — it is about hiding what they do not need to see. Every hidden option is a comparison saved.