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
Sweden’s largest online arena for classified ads comes in at #4, boasting a user-friendly website with easy navigation. Offering a simple customer experience is paying off bigtime for the brand, which counts 70% of the country’s population as customers.
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
Respondents note that CDON, the Nordic region’s leading e-commerce group, has an informative and easy-to-use website for its “gigantic” range of products. A simple ordering and payment process helps this brand win over customers and secure a spot in this year’s Top 10.
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
Samsung boasts a smorgasbord of “people-inspired” innovative products, complemented by a consistent customer journey, including post-purchase service. The technology giant is winning glowing reviews from respondents, who feel the brand helps them create “a simpler life.”
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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:
746
Industry:
Restaurants
Rank change from 2013:
N/A
Brand Simplicity Score:
738
Industry:
Electronics
Rank change from Previous Year:
N/A
Brand Simplicity Score:
738
Industry:
Retail/Grocery
Rank change from Previous Year:
N/A
Brand Simplicity Score:
733
Industry:
Restaurants
Rank change from 2013:
N/A
Brand Simplicity Score:
727
Industry:
Restaurants
Rank change from 2013:
N/A
Brand Simplicity Score:
726
Industry:
Social media
Rank change from Previous Year:
N/A
Brand Simplicity Score:
722
Industry:
Retail/Health and beauty
Rank change from 2013:
N/A
Brand Simplicity Score:
720
Industry:
Retail/Fashion
Rank change from 2013:
N/A
Brand Simplicity Score:
715
Industry:
Restaurants
Rank change from Previous Year:
N/A
Brand Simplicity Score:
714
Industry:
Internet retail
Rank change from Previous Year:
N/A
Brand Simplicity Score:
705
Industry:
Media
Rank change from Previous Year:
N/A
Brand Simplicity Score:
700
Industry:
Retail/Fashion
Rank change from Previous Year:
N/A
Brand Simplicity Score:
700
Industry:
Travel/Booking
Rank change from Previous Year:
N/A
Brand Simplicity Score:
700
Industry:
Automotive
Rank change from Previous Year:
N/A
Brand Simplicity Score:
697
Industry:
Retail/Fashion
Rank change from Previous Year:
N/A
Brand Simplicity Score:
694
Industry:
Retail/Grocery
Rank change from Previous Year:
N/A
Brand Simplicity Score:
692
Industry:
Utilities
Rank change from Previous Year:
N/A
Brand Simplicity Score:
691
Industry:
Shipping/Mail
Rank change from Previous Year:
N/A
Brand Simplicity Score:
689
Industry:
Retail/Health and beauty
Rank change from 2013:
N/A
Brand Simplicity Score:
687
Industry:
Electronics
Rank change from 2013:
N/A
Brand Simplicity Score:
686
Industry:
Electronics
Rank change from Previous Year:
N/A
Brand Simplicity Score:
684
Industry:
Shipping/Mail
Rank change from 2013:
N/A
Brand Simplicity Score:
684
Industry:
Internet search
Rank change from Previous Year:
N/A
Brand Simplicity Score:
682
Industry:
Banks/Retail
Rank change from 2013:
N/A
Brand Simplicity Score:
679
Industry:
Restaurants
Rank change from Previous Year:
N/A
Brand Simplicity Score:
674
Industry:
Banks/Retail
Rank change from Previous Year:
N/A
Brand Simplicity Score:
669
Industry:
Travel/Hotels
Rank change from Previous Year:
N/A
Brand Simplicity Score:
668
Industry:
Internet retail
Rank change from 2013:
N/A
Brand Simplicity Score:
664
Industry:
Automotive
Rank change from Previous Year:
N/A
Brand Simplicity Score:
664
Industry:
Travel/Hotels
Rank change from 2013:
N/A
Brand Simplicity Score:
659
Industry:
Electronics
Rank change from 2013:
N/A
Brand Simplicity Score:
658
Industry:
Internet search
Rank change from Previous Year:
N/A
Brand Simplicity Score:
657
Industry:
Travel/Air
Rank change from Previous Year:
N/A
Brand Simplicity Score:
655
Industry:
Appliances
Rank change from 2013:
N/A
Brand Simplicity Score:
655
Industry:
Appliances
Rank change from Previous Year:
N/A
Brand Simplicity Score:
650
Industry:
Retail/Health and beauty
Rank change from Previous Year:
N/A
Brand Simplicity Score:
646
Industry:
Travel/Air
Rank change from 2013:
N/A
Brand Simplicity Score:
644
Industry:
Travel/Air
Rank change from Previous Year:
N/A
Brand Simplicity Score:
642
Industry:
Retail/Fashion
Rank change from Previous Year:
N/A
Brand Simplicity Score:
640
Industry:
Media
Rank change from Previous Year:
N/A
Brand Simplicity Score:
639
Industry:
Appliances
Rank change from Previous Year:
N/A
Brand Simplicity Score:
638
Industry:
Travel/Booking
Rank change from Previous Year:
N/A
Brand Simplicity Score:
636
Industry:
Retail/Fashion
Rank change from Previous Year:
N/A
Brand Simplicity Score:
634
Industry:
Telecom/Cell phone
Rank change from Previous Year:
N/A
Brand Simplicity Score:
629
Industry:
General insurance
Rank change from 2013:
N/A
Brand Simplicity Score:
629
Industry:
Social media
Rank change from Previous Year:
N/A
Brand Simplicity Score:
628
Industry:
Banks/Retail
Rank change from 2013:
N/A
Brand Simplicity Score:
624
Industry:
Shipping/Mail
Rank change from Previous Year:
N/A
Brand Simplicity Score:
624
Industry:
Banks/Retail
Rank change from 2013:
N/A
Brand Simplicity Score:
621
Industry:
Electronics
Rank change from Previous Year:
N/A
Brand Simplicity Score:
617
Industry:
Media
Rank change from 2013:
N/A
Brand Simplicity Score:
615
Industry:
Automotive
Rank change from 2013:
N/A
Brand Simplicity Score:
615
Industry:
Social media
Rank change from 2013:
N/A
Brand Simplicity Score:
611
Industry:
Fitness
Rank change from Previous Year:
N/A
Brand Simplicity Score:
611
Industry:
General insurance
Rank change from Previous Year:
N/A
Brand Simplicity Score:
608
Industry:
Telecom/Cell phone
Rank change from Previous Year:
N/A
Brand Simplicity Score:
606
Industry:
Travel/Booking
Rank change from 2013:
N/A
Brand Simplicity Score:
604
Industry:
Restaurants
Rank change from Previous Year:
N/A
Brand Simplicity Score:
599
Industry:
Telecom/Cell phone
Rank change from 2013:
N/A
Brand Simplicity Score:
596
Industry:
Fitness
Rank change from 2013:
N/A
Brand Simplicity Score:
595
Industry:
Travel/Hotels
Rank change from Previous Year:
N/A
Brand Simplicity Score:
594
Industry:
Telecom/Cable
Rank change from 2013:
N/A
Brand Simplicity Score:
592
Industry:
Fitness
Rank change from Previous Year:
N/A
Brand Simplicity Score:
588
Industry:
General insurance
Rank change from 2013:
N/A
Brand Simplicity Score:
586
Industry:
Travel/Car rental
Rank change from 2013:
N/A
Brand Simplicity Score:
586
Industry:
Social media
Rank change from Previous Year:
N/A
Brand Simplicity Score:
583
Industry:
Telecom/Cable
Rank change from Previous Year:
N/A
Brand Simplicity Score:
578
Industry:
Retail/Health and beauty
Rank change from 2013:
N/A
Brand Simplicity Score:
574
Industry:
Automotive
Rank change from 2013:
N/A
Brand Simplicity Score:
569
Industry:
Fitness
Rank change from Previous Year:
N/A
Brand Simplicity Score:
569
Industry:
Banks/Retail
Rank change from 2013:
N/A
Brand Simplicity Score:
556
Industry:
Travel/Car rental
Rank change from 2013:
N/A
Brand Simplicity Score:
556
Industry:
Social media
Rank change from Previous Year:
N/A
Brand Simplicity Score:
550
Industry:
Shipping/Mail
Rank change from Previous Year:
N/A
Brand Simplicity Score:
550
Industry:
Utilities
Rank change from Previous Year:
N/A
Brand Simplicity Score:
550
Industry:
Telecom/Cell phone
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
Financial services company Skandia leaves respondents frustrated and confused by poor communications. It’s failing to reach new consumers, while at the same time making it almost impossible for current customers to find and understand the information they need.
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
This Swedish telecommunications company is consistent, but not in the right way. Respondents are unhappy with the poor execution and cluttered communications that plague the brand’s contracts, packages, advertising and website. Not surprisingly, Com Hem lands firmly in the Bottom 10.
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 2013:
N/A
Brand Simplicity Score:
531
Industry:
Social media
While Pinterest is among the most popular social media platforms, the visual bookmarking site doesn’t offer the smoothest customer experience. Respondents refer to the platform as “cumbersome” and fraught with technical difficulties, good reason for it to post at #95 on the Sweden Simplicity Index.
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Rank change from 2013:
N/A
Brand Simplicity Score:
457
Industry:
Social media
Respondents say that business networking site LinkedIn has difficulty distinguishing its offerings from the aesthetics of Facebook and the instant gratification of Twitter. Building a profile on the site can be onerous, and frequent, ambiguous communications add to users’ frustrations.
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Rank change from Previous Year:
N/A
Brand Simplicity Score:
456
Industry:
Utilities
While respondents feel passionate about Finnish energy company Fortum, it’s for all the wrong reasons. Respondents say the customer experience is fraught with complicated invoices, unclear pricing and a lack of transparency.
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.