What is it?
Providing a random choice of your offering that is unknown to the purchaser until after they have bought.
Why does it work?
It works because some buyers actively prefer things to be recommended to them or chosen for them, whilst others enjoy the fun element of surprise and the unknown.
How can you use it?
This is very much not relevant to all businesses and offerings, but can work well. If you have a large offering of physical goods, or a collectable offering, then you can encourage buyers and repeat purchases by harnessing fun and mystery.
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