View from the High Street: How much choice is enough?

Value and consumer choice are buzz words that have driven customer loyalty in the last 20 years but of course great customer service still underpins this.

I LOVE Apple! (The technology company more than the fruit) so when I realised that my phone contract was due for renewal around the same time that the iPhone 6 was launched, I was a guaranteed sale! Ten minutes on Google and I had it all worked out - The internet even helped someone as un-technically minded as me to work out in just a few minutes exactly what model and contract my next iPhone would be. This would be the easiest sale of the day for someone!