Too many items for sale, too many shops in which to browse and too little time to buy it all. Consumers today are inundated with immeasurable information on more products sold through more channels and promoted in more ways than ever before. In this article for Criticaleye, Vincent-Wayne Mitchell of Cass Business School and Fat Face’s Alan Giles look at what causes consumer confusion and how it can be reduced to make sales shopping less draining, giving retailers a greater share of the pie.
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