Curated Retailing: Tailoring the Product Mix to a Customer Experience

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Curation, or creating a mix of products for consumers to choose from, is gaining popularity in retailing and internet retailing. Department stores have expanded product lines to include not only the products their customers normally buy, but also new product concepts alongside traditional product offerings. For example, many department stores have opened beauty boutiques, giving customers a chance to see premium products next to everyday items. Online retailers rely on product reviews and search results to curate a mix of options for consumers. Celebrity bloggers are also a strong force in curation, encouraging consumers to purchase different products.

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