Retailers face a big challenge this fall: figure out what 'value' means for shoppers

Price is only one aspect of an increasingly competitive value equation for US shoppers. Michael M. Santiago/Getty Images Retailers face a new challenge: convincing consumers they're getting real value—not just low prices. Major store chains report results this week and delivering value is in the spotlight. New research suggests shoppers are becoming more selective, with quality, convenience, and trust mattering alongside price. Heading into the fall, retailers will need to shift their emphasis more toward offering a better value for cash-strapped households. While retail prices are relatively straightforward things, value is harder to nail down as households are continuing to look for ways to get the most out of their limited dollars. Other areas of the economy are navigating this shift, including fast food and consumer products , and this week the major retailers will provide the latest update when they report quarterly results.