If you want to succeed in retail, it's best to follow the KISS (keep it simple stupid) rule. That's a simplified analysis of Siegel+Gale's fourth annual Global Brand Simplicity index report, which found:
"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 Howard Belk, co-CEO and chief creative officer of Siegel+Gale, in a statement. "In the data, we have the percentage increase in price consumers said they would be willing to pay for simpler experiences offered by each brand included in the survey — a tangible illustration of the value of simplicity. Brands are leaving significant money on the table because of complexity."
Keeping things simple doesn't just work for customers, but employees, as well. According to the study's findings, innovation is more likely to thrive in organizations where direct goals are clearly communicated and shared.
"Employees find it easiest to innovate when they understand and are committed to their company's purpose. We now have empirical evidence that a clear purpose is critical to creating a culture of innovation," said David Srere, co-CEO and chief strategy officer of Siegel+Gale. "But it has to be communicated from the top down, and articulated through the lens of simplicity."
Here are the top 25 brands to make Siegel+Gale's list for the U.S. based on "perceived points of simplicity or complexity in consumer interaction with particular brands/industries":
6. Dunkin' Donuts
9. Southwest Airlines
11. Pizza Hut
12. Trader Joe's
13. Burger King
22. Old Navy
24. Whole Foods
Not making the top of the U.S. list but number one on a global scale was Aldi. According to the report, Aldi has achieved "extraordinary success" by making "the most of its good-value-for-the-money reputation with both recession-strapped customers and shoppers just looking to spend less."
How important is simplicity to the success of businesses in the U.S.?