Rank change from 2013:
N/A
Brand Simplicity Score:
923
Industry:
Internet search

The perennially popular search engine takes the #1 spot in Sweden, with a practical and user-friendly interface that makes the brand a constant fixture across all our Simplicity Indexes. Respondents praise its functions as fast and well designed, and consider the brand to be part of their everyday lives.
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Rank change from 2013:
N/A
Brand Simplicity Score:
845
Industry:
Retail/General

Perhaps the world’s most iconic Swedish brand, IKEA lands in the Top 10 due to its simple signature concept: furniture that’s affordable, stylish and modern. It continues to innovate, providing a wide range of high-performing functional products that respondents say are usually hassle-free. When there is an occasional hiccup, one respondent notes that IKEA “always responds quickly” with exceptional customer service.
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Rank change from Previous Year:
N/A
Brand Simplicity Score:
811
Industry:
Retail/Grocery

Supermarket chain ICA lands at #3, due to focused communication and retail strategies that are striking the right chord with customers. Respondents praise the brand’s clear and “funny yet informative” communications, along with its simple loyalty program and the pleasant shopping experience it provides.
Rank change from Previous Year:
N/A
Brand Simplicity Score:
800
Industry:
Internet retail
Rank change from 2013:
N/A
Brand Simplicity Score:
764
Industry:
Media

With a clean interface, in-house recommendations, cross-device accessibility and no long-term contracts, Netflix is the face of modern online programming services. The user-friendly brand, coming in at #5, currently dominates the Nordic region, where it has seen large growth in recent years.
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Rank change from Previous Year:
N/A
Brand Simplicity Score:
762
Industry:
Internet retail
Rank change from Previous Year:
N/A
Brand Simplicity Score:
761
Industry:
Travel/Hotels

The highest-ranking hotel brand in the Nordic countries has an ethos anchored in simplicity. Clear pricing and communications have established trust with respondents, who report the brand does exactly what it promises. The company has also upped its digital credentials with an express mobile checkout process that’s further ensuring a swift and straightforward customer experience.
Rank change from Previous Year:
N/A
Brand Simplicity Score:
752
Industry:
Retail/General

A supplier of everything from TVs and towels to toys and food, Åhléns is remarkably accessible—boasting a branch in almost every Swedish city and 17 in Stockholm alone. Respondents say these modern and refined department stores employ friendly and knowledgeable staff and offer a comprehensive bonus system—all features that helped it reach #8 on the Sweden Simplicity Index.
Rank change from 2013:
N/A
Brand Simplicity Score:
751
Industry:
Electronics
Rank change from Previous Year:
N/A
Brand Simplicity Score:
746
Industry:
Travel/Booking

Rounding out the Top 10 is Fritidsresor, a tour operator and travel booking site that embraces simple and clear communications. Scandinavian globetrotters are thrilled with the brand’s top-notch, accessible customer service, especially the ability to “speak with a personal voice,” rather than an automated recording, notes one respondent.
Rank change from 2013:
N/A
Brand Simplicity Score:
548
Industry:
Travel/Air

Respondents fault the flagship carrier airline of the United Kingdom for lacking a human feel, reporting aloof and unpleasant encounters with the brand. Many perceive British Airways’ services to be overpriced, given the quality of the customer experience, leading to a lack of trust between consumers and the carrier.
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Rank change from Previous Year:
N/A
Brand Simplicity Score:
542
Industry:
Health insurance
Rank change from Previous Year:
N/A
Brand Simplicity Score:
542
Industry:
Automotive

Saab’s bankruptcy woes and troubled reputation are not inspiring confidence in the brand, which comes in at #92. Once a point of pride in its home country, the automotive brand’s image has been complicated and diluted over the years as ownership has passed through various hands. Without a clear picture of its identity or its future, Saab is losing the loyalty of customers who shy away from “companies in descent.”
Rank change from Previous Year:
N/A
Brand Simplicity Score:
541
Industry:
Telecom/Cable
Rank change from 2013:
N/A
Brand Simplicity Score:
540
Industry:
Travel/Car rental

Budget is experiencing the pitfalls of lacking a clear identity. Many respondents indicate they don’t understand what the brand stands for, with one labeling it “anonymous.” Consumers don’t feel any real loyalty to the car rental company, which likely is why it has found its way to the Bottom 10.
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Rank change from Previous Year:
N/A
Brand Simplicity Score:
456
Industry:
Utilities
Rank change from Previous Year:
N/A
Brand Simplicity Score:
456
Industry:
Travel/Train

The Swedish passenger rail operator loses major simplicity points across the board with respondents, who complain about SJ’s complicated schedules, disorganized website, abysmal customer service and frequent delays. However, after its best quarterly financial results in almost 10 years, SJ is improving infrastructure problems in a concerted effort to curb delays and restore consumer confidence.
Rank change from 2013:
N/A
Brand Simplicity Score:
336
Industry:
Travel/Air

Ryanair continues to find itself in the Bottom 10 across several regions, and comes in dead last on the Sweden Simplicity Index. This no-frills airline has “the world’s worst customer service,” according to one respondent, and its complicated booking process inevitably leaves customers with unexpected surcharges.
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Industry Simplicity Score:
950
Simplicity Premium:
3.1%
Industry Simplicity Score:
808
Simplicity Premium:
4.1%
Industry Simplicity Score:
719
Simplicity Premium:
4.1%
Industry Simplicity Score:
718
Simplicity Premium:
2.8%
Industry Simplicity Score:
705
Simplicity Premium:
2.9%
Industry Simplicity Score:
699
Simplicity Premium:
4.6%
Industry Simplicity Score:
645
Simplicity Premium:
3.5%
Industry Simplicity Score:
631
Simplicity Premium:
4.6%
Industry Simplicity Score:
615
Simplicity Premium:
4.0%
Industry Simplicity Score:
600
Simplicity Premium:
4.3%
Industry Simplicity Score:
594
Simplicity Premium:
2.2%
Industry Simplicity Score:
579
Simplicity Premium:
3.4%
Industry Simplicity Score:
548
Simplicity Premium:
4.6%
Industry Simplicity Score:
539
Simplicity Premium:
2.9%
Industry Simplicity Score:
523
Simplicity Premium:
3.9%
Industry Simplicity Score:
479
Simplicity Premium:
3.6%
Industry Simplicity Score:
446
Simplicity Premium:
3.6%
Industry Simplicity Score:
442
Simplicity Premium:
3.5%
Industry Simplicity Score:
434
Simplicity Premium:
3.7%
Industry Simplicity Score:
407
Simplicity Premium:
3.7%
Industry Simplicity Score:
329
Simplicity Premium:
3.1%
Industry Simplicity Score:
326
Simplicity Premium:
3.9%
Industry Simplicity Score:
278
Simplicity Premium:
4.0%
Industry Simplicity Score:
240
Simplicity Premium:
3.8%
The simplicity premium
Depending on the industry, up to 22% of people are willing to pay more for simpler experiences and interactions. The amount they are willing to pay varies by industry, but is significant.
For simpler experiences, people would pay:
Money to be made
All brands can benefit from simplifying, but not all may benefit equally. To understand which brands in Sweden can reap the greatest financial reward, and what they need to do to command more for their services, download the full report.