The Chris Anderson Long Tail Effect Theory Use Casesīusinesses can benefit from this trend by stocking a variety of individualized, niche items. Ultimately, this creates more choices for the consumer. The rise of internet business also means that fewer stores must constrain themselves to the limits of shelf space and can stock a wide range of items. This only works if the store or distribution channel is substantial enough. This is possible because, in an increasingly globalised economy, production costs are lower, making it easier to produce items in smaller groups. Instead, more and more people are buying individualised niche products (located in the long tail). The Wired Magazine book became a New York Times bestseller and won the Gerald Loeb Award for Best Business Book of the Year, titled “The Long Tail: Why the Future of Business is Selling Less of More.”Īnderson theorised that consumers in the modern economy are increasingly shifting away from a smaller number of popular “hit” products (these make up the head of the demand curve). Chris Anderson popularised a theory about the long tail effect in a book first featured in Wired in 2004 and later published by Hyperion in 2006.
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