Are retailers at risk of just confusing shoppers?

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Are retailers at risk of just confusing shoppers?

In our previous blog we saw that shoppers are experiencing a lack of trust from supermarkets, our latest Continuous Shopper Insights research reveals that not only are shoppers experiencing a lack of trust, but many shoppers are also unsatisfied with grocery retailers (average rating of 6.8 out of 10).  Tesco was not only rated as the least trustworthy supermarket, but also rated one of the lowest levels of shopper satisfaction.

But why is this? A recent article from Janet Street Porter revealed she was “divorcing” Tesco because the shopping experience had become “frustrating, confusing, time-wasting, and full of fake choices”. She believes the megastore has lost sight of what it’s supposed to be doing (allowing customers to purchase groceries conveniently) and instead overwhelming shoppers with too much choice.

From our CSI data, we know that most shoppers seek a convenient shopping trip, whereas only 4% of shoppers are choosing where to shop based on the range offered in store. Only 3% of shoppers in October 2014 said would change where they shop if elsewhere offered them more choice. Yet this is what these major retailers are bombarding us with – 100 different varieties of the same product.

Shoppers don’t need this much choice. Take the Wilkin & Sons jam experiment for example; when shoppers were offered a sample of 6 jams, 30% of them purchased a jar. Compared to those who had been offered a sample of 24 different types of jam, only 3% bought. From this experiment, Professor Iyengar quoted “people might find more and more choice to actually be debilitating”. Which is exactly what’s happening here in the supermarkets…