Consumers today have more choices than ever and are bombarded by sophisticated solutions to their problems. However, no matter how advanced technology becomes, customers prefer simple solutions. According to the newly released Global Brand Simplicity Index study:
- Simplicity earns a premium: 64% of consumers are willing to pay more for simpler experiences.
- Simplicity builds loyalty: 69% of consumers are more likely to recommend a brand because it’s simple.
HAPPY BELLY GETS IT
Familiar with Happy Belly, one of Amazon’s new packaged goods brands? Amazon Prime members can now buy hundreds of different Happy Belly food products, notable for simple branding and packaging. The Happy Belly logo ties to the Amazon logo with its signature grin, and sports an easy to read typeface. Amazon isn’t trying to wow customers with magic formulas or fancy technology. Instead the basic name of the product– Yogurt Trail Mix, Ground Cinnamon, French Roast Coffee – is front and center on the label without distracting messages.
Buying a Happy Belly product is easy.
ALDI’S GETS IT
Aldi’s ranked #1 in the Global Brand Simplicity Index. Why? Offering a straightforward shopping experience is central to Aldi’s success. Stores are smaller, product choice is low, and their store layout is consistent.
Aldi’s just announced it is investing $1.6 billion to remodel 1,300 of its 1,600 stores to deliver the simple experience their customers want. Its new store format is designed so customers can finish their weekly shopping in less than 30 minutes.
Shopping at Aldi’s is easy.
MY BIKING SHOE COMPANY
Creating brand simplicity involves experiences that are both
remarkably clear and unexpectedly fresh.
Customers crave simplicity. Are you delivering?