Most consumer confusion occurs with health insurance and financial companies, but retailers also suffer the economic consequences of confusing communications, according to the results of a Call for Clarity Survey by strategic communications company Siegelvision.
Rewards programs are a major source of confusion. While 82% of consumers participate in rewards programs, 16% don’t redeem their rewards because the rules stymie and confuse them, the survey found. Furthermore, 47% of consumers have abandoned an online purchase because they couldn’t remember a password.
Choice in retail may be a problem: Nearly 90% of consumers say they only consider three models of major appliances or electronics, and 26% said there are too many choices.
Although this survey touched on businesses that included but weren’t limited to retailers, its findings are important for them. Consumers are busy and want clarity, but they aren’t getting it. The consequences of that are enormous, as consumers abandon rewards programs and online shopping carts. The study notes that customers are increasingly willing to let businesses know when they’re confused or frustrated by policies that make their life difficult. That's good, as long as retailers pay attention to them.