Through a special arrangement, presented here for discussion is an excerpt of an article from the Joel Rubinson on Marketing Research blog.
Marketing organizations should embrace simplification as a pervasive strategy for competitive advantage. Life has become too complex with overwhelming numbers of choices at every turn. Complexity leads to frustration, anger, and people making bad choices that make them feel stupid.
Consider the success of three firms that are in the simplification business, pure and simple.
NBC made their Olympics programming accessible however and wherever someone wants, and guess what? TV viewing went up. Simple! Staples advertising is based on "simple" (using the word "easy") but then runs deals that can only be redeemed online vs. in their stores Not simple ... it's one brand, guys!
There are 45,000 products in a supermarket but the average shopper only buys 400. In a Home Depot or Lowe's, chances are what you are seeking is located somewhere distant in their massive store.
Can we reinvent marketing approaches to simplify shopping? Absolutely! Tesco turned Korean subway stations into grocery stores where you order using your smartphone from virtual products displayed on the back wall. You can imagine less futuristic approaches that would also be demonstrable improvements. Some examples:
Insights teams need to learn how to bring these insights to marketers, developing a model of what "simple" looks like and what the impact will be on customer action.
Which marketer has done the best job of using simplification as a winning approach?