The average retail product assortment is confusing. Many consumers suffer from the ”Ikea Syndrome”: seen too much, spent too much time on the purchase and then lost the overview. There is a new creative approach in department stores. The assortment is visibly reduced, but replaced at regular intervals. There are no product redundancies. An electronics giant has chosen another route: As customers feel that electronic products are usually too complicated, they have created an internal committee to promote simple solutions .