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Global Brand Simplicity Index finds consumers are willing to pay more for simpler experiences.

Global brand strategy, design, and experience firm Siegel+Gale has released finding from tits sixth annual Global Brand Simplicity Index, which ranks brands based on their perceived simplicity. The data is based on an online survey of more than 12,000 respondents across eight countries.
 
According to the findings, 63% of consumers are willing to pay more for simpler experiences and 69% consumers are more likely to recommend a brand because it's simple.
 
“The Global Brand Simplicity Index has shown year after year that the benefits of simplicity remain constant,” said Howard Belk, co-CEO and chief creative officer, at Siegel+Gale. “Brands that offer simpler customer experiences are rewarded with passionate customer loyalty, more innovative employees and greater revenue. In short, embracing simplicity improves the bottom line for brands and organizations.”
 
According to the study, ALDI, Google, and Lidl have stayed securely in the top three spots, demonstrating a stalwart commitment to keeping things simple for customers.
 
This was the second year in a row that Siegel+Gale has asked consumers in the US and UK to evaluate regionally relevant disrupters based on the simplicity of their products, services, interactions and communications. Disrupters are emerging brands that that are changing consumer expectations and reshaping industry category definitions.

Dollar Shave Club took the top spot on the US disrupters list.
 
According to Siegel+Gale, here’s what disrupters are doing to deliver simpler customer experiences:

1.  Empowering people: They side-step traditional industry protocols and shift power to consumers.
2.  Reimagining experiences: They turn underwhelming experiences into moments of delight.
3.  Removing friction: They identify pain points in everyday processes, and remove them.
4.  Saving time: They value people's time by providing services to them where and when they need it most.
5.  Providing utility: They provide services that customers find useful.
 
“This year's Global Brand Simplicity Index highlights a trend to watch—emerging companies built upon simplicity are incorporating it into everything they say and do, and in the process winning customer minds, hearts, and all-important wallets,” said David Srere, co-CEO and chief strategy officer, at Siegel+Gale. “Their more established competitors should take notice.”
 
The 2015 Global Brand Simplicity IndexTop 10 Brands
1.  ALDI
2.  Google
3.  Lidl
4.  Netflix
5.  McDonald's
6.  Burger King
7.  IKEA
8.  YouTube
9.  eBay
10.  KFC
 
Beauty retailer Sephora dropped 29 spots in the global index, according to the Siegel+Gale.
 
To explore the full report, go to: www.simplicityindex.com.

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