Choice Paradox(1 of 6)
Digital retail offers almost limitless choice, overwhelming customers.
In 2019 Black Friday returns cost fashion retailers £1.6 billion in rebound returns thanks to the buy-it, try-it, return-it culture has been fuelled by the rise of digital retail.
Customers are looking to retailers to simplify these choices and ensure there is a balance between 'enough' choice and the 'right' choice'.