Why? Simply put, the less consumers have to think about a purchase, the more likely they are to buy. Overwhelming choice makes the shopping experience nerve-wracking. Unable to easily evaluate offered options, consumers become nervous and edgy about their purchase. This anxiety is compounded by the online market research through mobile or other digital devices. The time and effort spent in research only makes the shopping experience more laborious and backbreaking.
Retailers and brands have progressively offered consumers more choice and more information, believing that providing a wide variety of options and deeper content would support purchase decisions, create added value to shoppers and build trustworthiness.
Retailers and brands have increasingly proposed consumers more choice and more information, believing that providing a wide variety of options and deeper content would support purchase decisions, create added value in products and build a brand loyalty. What we are seeing is that immeasurable choice and endless information only create confusion in the minds of purchasers. Instead of adding complexity to consumers’ lives, these brands should engage consumers through experiences that simplify consumer decision-making and make them easily able to get what is being offered.
Simplicity is less of a trend and more a growing necessity for the consumer’s time and experience. These days customers look for retailers and brands they can trust to help streamline their lives or provide solutions that make their lives simple and easier. The challenge lies in identifying the right amount of product (options), product information and guidance consumers need to help them make choices!
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