Consumers are willing to pay more for simplicity according to a study from branding firm Siegel+Gale.
And that’s the reason it claims the following 10 ‘Most Simple Brands’ stand out in a world crowded with complexity…
“When consumers experience simplicity at every touchpoint – it inspires deeper trust and greater loyalty. This year’s simplicity index affirms that brands willing to simplify their customer experiences stand to gain more revenue,” said Siegel+Gale co-CEO and chief creative officer Howard Belk.
Siegel+Gale’s 2013 Global Brand Simplicity Index Top 10 Brands:
1. Aldi
As the number one global brand, European-based discount supermarket retailer Aldi continues to enjoy extraordinary success. With more than 9000 stores worldwide and a brand that “focuses on the essentials, no matter what city,” Aldi has made the most of its good-value-for-the-money reputation with both recession-strapped customers and shoppers just looking to spend less.
2. Amazon
Amazon earns the second ranking on the Global Brand Simplicity Index, thanks in large part to a customer-first commitment – like its easy-to-use, one-click ordering. And with every part of Amazon driven by data that tracks customer experience successes and failures, it’s no surprise the online retail giant keeps landing near the top of the simplicity index.
3. Google
Google slips from number one last year to number three this year. Despite losing its grip on the top spot, Google is still “a synonym for simplicity,” with a friendly and intuitive user interface. And Google continues to make mobile life easier with its new app, Google Now, which gives users information that fits their needs – like mobile airline boarding passes.
4. McDonald’s
Not surprisingly, the iconic American fast-food restaurant gets high marks for speed and convenience. But McDonald’s also wins points from consumers for its accessible menu, transparent pricing and clear, concise communications. And as concerns about obesity and other health issues rise, McDonald’s is moving forward with redesigned product packaging to include QR codes linked to nutritional information.
5. KFC
Despite a setback in China following a food safety scare in late 2012, KFC managed to make the top 10 simplest global brands. Its straightforward lineup of food and pricing, paired with roadside ubiquity and a successful online coupon program, made KFC a favourite for many with an appetite for simplicity.
6. Carrefour
French retailer, Carrefour remains securely in the top 10 this year. The hypermarket carries “everything you need under one roof.” And under new CEO George Plassat, store managers can now tailor inventory in individual stores to match local tastes. That’s been a huge factor in Carrefour’s rise in relevancy to customers.
7. C&A
International Dutch fashion retailer C&A remains in the top 10. With branches in 20 European countries, the brand is busy weaving RFID technology into its shopping experience so customers will always find the products they’re looking for on the shelves. Consumers describe C&A as a cost-effective brand you can rely on to make “shopping uncomplicated.”
8. Samsung
Its flagship product, Galaxy, has been stealing iPhone market share with its elegant design and easy-to-use functionality. And in an effort to shed its image as a hardware manufacturer, Samsung has been heavily investing in promoting its bold technology and innovation. Some respondents championed Samsung’s newfound creativity, while others praised its positioning as a modern yet accessible brand.
9. Ikea
If Ikea has a mission, it’s enhancing the everyday life of its customers. Offering easy-to-assemble products at low prices and easy-to-navigate stores, the Swedish company continues to build a brand that makes home furnishing simple. Now Ikea is partnering with Marriott International, lending its expertise to help create a chain of hip, budget hotels.
10. Pizza Hut
As the world’s largest pizza franchise, Pizza Hut continues to pride itself on accessibility and convenience. And with its memorable ad campaigns and made-to-order menus, Pizza Hut easily rises above the competition. Now the brand’s recently updated website provides customers with a “completely fresh online experience” – including the ability to place orders through Xbox.
