Consumer Confusion

Low returns, assortment expansion, and the spread of discounting are some of the core challenges currently facing retail companies. The fact that customers are increasingly behaving in a hybrid and erratic manner prompts many retailers to constantly expand their product ranges in order to meet as many consumer needs as possible. This overwhelming variety of offerings is increasingly confusing for customers. Price and a manageable selection of products, where there is no annoying dilemma of choice, often become the last lifeline for disoriented consumers. This certainly partly explains the ongoing success and further expansion of discount retailers. In the future, retail companies should provide their customers with more guidance to avoid purchase-inhibiting consumer confusion. This requires replacing intuitive decision-making and reactionism with sound expertise and a sustainable, long-term strategy. Trust, store loyalty, and customers' willingness to pay should be regained or further increased as a result.