Observed Signal · Jul 9, 2026 · Opinion / Analysis · Source: The Drum · Impact: 2/5 · Sentiment: Positive
Crumbl Cookies: Smaller Ranges Boost Conversion
Helena Bush (adm Indicia) argues that Crumbl Cookies’ weekly rotating menu of six oversized cookies demonstrates how limiting choice can increase conversion. Drawing on Barry Schwartz’s jam study and examples from brands such as Stanley, Levi’s, M&S and Pringles, the piece says curation reduces decision fatigue, encourages completionist purchases and leverages scarcity and social sharing to create ritualised repeat buying. The article presents three commercial implications: curated ranges convert better than abundant assortments (Levi’s cut range by 15% and saw conversion gains), limited editions function as behavioural drivers for loyalty, and product range design should prioritise creating shareable experiences that extend beyond the point of sale.
Practical merchandising and product-range strategy with behavioural evidence relevant to brand marketers, CRO teams and retail operators; not platform-level or regulatory but offers actionable commercial levers for conversion and loyalty.
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Key Takeaways & Evidence Grounding
- Viral US chain bakery Crumbl Cookies operates a weekly rotating menu limited to six oversized cookies.
- Psychologist Barry Schwartz's jam study found purchase rates of 3% when shown 24 varieties versus 30% when shown six options.
- Levi’s reduced its product range by 15% and observed an increase in conversion.
- Helena Bush (adm Indicia) authored the piece arguing that curation and limited, rotating ranges drive completionist buying and social sharing.
- The article cites examples of limited-release strategies from Stanley, M&S (Marks & Spencer seasonal biscuit tins), Pringles (flavor rotations) and Jellycats.
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8-K Financial Filing Analysis for Levi's (2026-09-30)
Levi Strauss & Co. has announced the appointment of John Vandemore as Executive Vice President and Chief Financial Officer, effective November 1, 2026. Vandemore brings extensive consumer apparel and retail finance experience, having served as CFO of Skechers U.S.A., Inc. since November 2017 and previously as Divisional CFO at Mattel. His compensation package includes an annual base salary of $1,350,000, a target annual bonus of 110% of base salary, and annual equity grants starting in 2027 with an aggregate target fair value of $4,250,000. Additionally, to compensate for forfeited incentives from his previous employer, Vandemore was awarded a one-time sign-on package totaling $15,000,000, comprising a $4,000,000 cash incentive, $5,500,000 in RSUs, and $5,500,000 in SARs.
Sephora Expands UK Presence via Marks & Spencer Shops
Sephora is partnering with Marks & Spencer to launch 'Sephora at M&S' shops in 100 UK stores and on the retailer's website, starting next spring. The move is part of Sephora's broader UK expansion strategy, following its successful launch earlier this year. For M&S, the partnership aims to boost traffic and strengthen its beauty offering, which currently holds just over 1% of the UK beauty market. Analysts note that M&S is in a stronger position than Kohl's was when it partnered with Sephora in the US, due to its existing food traffic and younger consumer traction. The UK beauty market is worth roughly $7 billion, growing 1.2% annually.
AI elevates creativity, only mediocre creatives should worry
In this opinion piece, strategist Kevin Chesters argues that AI will not eliminate creativity but rather amplify it. While acknowledging fears about AI's impact on jobs, he contends that only mediocre creatives should be threatened, as AI excels at competent, average work. He draws parallels to historical technology adoptions, emphasizing the potential for human-machine collaboration. Chesters cites examples like tumor detection and creative fields where AI combined with human expertise yields superior results. He encourages agencies to embrace AI as a partner, not a threat, and criticizes the hype around AI existential risks. The article includes references to his upcoming book and other industry opinions.
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