The Long Tail/Anderson 203-205

KitchenAid is considered one of the world’s trend-setters in color variety.

204 This tiny amount of variety not only distinguishes KitchenAid among the other mixers and increases its overall sales, but the company has found that adding a third color actually improves the sales of white.

If you shop for mixers on Amazon or KitchenAid.com, you can now pick any of those colors from a drop-down menu.

But all the others sell, too—every one. And each year, somewhere in the top ten, there is a color that nobody expected to be popular.

205 But until KitchenAid had an online channel that allowed customers to pick from its full range of products, it had no way of knowing that there was latent consumer demand that it hadn’t previously tapped.