Rank change from 2013:
+5
Brand Simplicity Score:
879
Industry:
Retail/Grocery
With profits up in the UK, more stores opening and yet more on the way, German-based discount grocer ALDI jumps to the top spot on the UK Simplicity Index. British consumers say they like the chain’s pared-down approach, the wealth of private-label products that don’t skimp on quality and the clear communications across the board.
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Brand Simplicity Score:
851
Industry:
Internet retail
Rank change from 2013:
-1
Brand Simplicity Score:
849
Industry:
Internet retail
Slipping from its top spot last year to #2, Amazon remains largely admired by customers and retailers alike in the UK. “It’s the leader,” says one respondent. “No other online retailer comes close to stock, price, customer service, etc…” Respondents also praise its one-stop shop simplicity, a website that makes it easy to browse, its price comparison feature and the one-click payment option.
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Rank change from 2013:
+1
Brand Simplicity Score:
831
Industry:
Travel/Hotels
The UK’s biggest hotel brand, Premier Inn, moves up one spot from last year. Respondents appreciate Premier Inn’s straightforward communication and standardized offering. Which means, says one respondent, “You know what you are getting.” When you add simple online booking with “easy terms [and] no extras,” you’ve got what it takes to reach the top.
Rank change from 2013:
-2
Brand Simplicity Score:
828
Industry:
Restaurants
The biggest fast-food chain in the world celebrates its 40th year in the UK, building goodwill by offering children books with their Happy Meals, sourcing ingredients from British farmers and launching its “Here’s to What Matters” ad campaign. Naturally, “quick and easy” remains a big selling point when it comes to simplicity and the success of the brand. Respondents say McDonald’s is always “clear on what they’re selling” and how much it costs.
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Rank change from 2013:
+2
Brand Simplicity Score:
828
Industry:
Internet search
Google has been a fixture at the top of the Simplicity Index—in Britain and around the world—for years. Reliable, easy to use, with an astounding reach and undisputed record of innovation, respondents say Google is pretty much peerless among search engines. One survey respondent called Google the “simplest and most innovative brand I have ever used.” And still another concluded that Google “always finds what I’m looking for—or it’s not there.”
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Rank change from 2013:
+9
Brand Simplicity Score:
808
Industry:
Retail/General
Up nine spots from last year, John Lewis receives praise from respondents for being “classic and timeless.” The department store also wins points for open and honest communications, its easy-to-navigate website, helpful staff and the quality of its products. “You know exactly what John Lewis stands for,” says one respondent, adding, “Nothing complicates this.”
Rank change from 2013:
+6
Brand Simplicity Score:
808
Industry:
Retail/Grocery
Up six spots from #13 last year, Sainsbury’s wins simplicity points with respondents who appreciate “simple layouts” and the feeling that “whether in-store or online, it is reasonably easy to get through the checkout process. The supermarket chain is living up to its “Live well for less” tagline, improving customer experience by making its online shopping experience as simple as in-store.
Rank change from 2013:
+27
Brand Simplicity Score:
805
Industry:
Media
Britain’s public service broadcaster—recognized at home and abroad as one of the world’s premier sources of news and entertainment—moves up a whopping 27 places on the UK Simplicity Index. Perhaps its “give red tape the red card” initiative last year, intended to simplify its notorious bureaucracy, has taken hold. Respondents say BBC programming is “top notch in clarity and quality” and find their experience improved by easy-to-access data and information and the absence of disruptive advertising content.
Rank change from 2013:
-4
Brand Simplicity Score:
804
Industry:
Retail/Grocery
ASDA remains a UK Top 10 finisher thanks to what respondents say is a “seamless” in-store shopping experience. Consumers give the supermarket chain simplicity points for well-marked aisles and “simple, bold language” as well as a consistent marketing message that supports ASDA’s “Price Lock” promise. Keeping the focus on everyday low prices and away from what some consider pricing gimmicks keeps ASDA simple, say respondents.
Rank change from 2013:
-7
Brand Simplicity Score:
793
Industry:
Banks/Retail
Celebrating its 25th anniversary this year, telephone and online banking company First Direct—a challenger to High Street banks—reinforced its positioning as “the unexpected bank” and brought ATMs resembling Space Invader games and kitchen scales to, yes, High Street. Renowned for its simplified banking and customer-centric orientation, respondents say First Direct suits their lifestyle. With easy-to-understand language, others add, “They make it simple to get the right stuff done.”
Brand Simplicity Score:
791
Industry:
Utilities
Brand Simplicity Score:
791
Industry:
Travel/Hotels
Rank change from 2013:
-3
Brand Simplicity Score:
773
Industry:
Restaurants
Brand Simplicity Score:
764
Industry:
Internet search
Rank change from 2013:
0
Brand Simplicity Score:
763
Industry:
Retail/General
Rank change from 2013:
+16
Brand Simplicity Score:
760
Industry:
Retail/Fashion
Rank change from 2013:
-3
Brand Simplicity Score:
758
Industry:
Retail/Grocery
Rank change from 2013:
+1
Brand Simplicity Score:
756
Industry:
Retail/Health and beauty
Brand Simplicity Score:
753
Industry:
Travel/Car rental
Brand Simplicity Score:
752
Industry:
Internet retail
Rank change from 2013:
-2
Brand Simplicity Score:
751
Industry:
Travel/Hotels
Brand Simplicity Score:
747
Industry:
Telecom/Cell phone
Rank change from 2013:
+2
Brand Simplicity Score:
744
Industry:
Restaurants
Rank change from 2013:
+6
Brand Simplicity Score:
743
Industry:
Retail/Health and beauty
Rank change from 2013:
+11
Brand Simplicity Score:
740
Industry:
Retail/Fashion
Rank change from 2013:
+5
Brand Simplicity Score:
740
Industry:
Travel/Hotels
Rank change from 2013:
-11
Brand Simplicity Score:
729
Industry:
Travel/Booking
Rank change from 2013:
+19
Brand Simplicity Score:
727
Industry:
Electronics
Rank change from 2013:
-2
Brand Simplicity Score:
726
Industry:
Retail/General
Brand Simplicity Score:
726
Industry:
Internet retail
Rank change from 2013:
-6
Brand Simplicity Score:
724
Industry:
Retail/Grocery
Rank change from 2013:
+7
Brand Simplicity Score:
722
Industry:
Media
Brand Simplicity Score:
722
Industry:
Social media
Rank change from 2013:
+42
Brand Simplicity Score:
721
Industry:
Automotive
Rank change from 2013:
-7
Brand Simplicity Score:
717
Industry:
Restaurants
Rank change from 2013:
-6
Brand Simplicity Score:
709
Industry:
Retail/Fashion
Rank change from 2013:
+14
Brand Simplicity Score:
707
Industry:
Electronics
Rank change from 2013:
+20
Brand Simplicity Score:
707
Industry:
Retail/General
Brand Simplicity Score:
703
Industry:
Fitness
Rank change from 2013:
+11
Brand Simplicity Score:
702
Industry:
Travel/Booking
Brand Simplicity Score:
701
Industry:
Banks/Retail
Brand Simplicity Score:
701
Industry:
Social media
Rank change from 2013:
+25
Brand Simplicity Score:
700
Industry:
Internet retail
Rank change from 2013:
+15
Brand Simplicity Score:
699
Industry:
Internet retail
Rank change from 2013:
+58
Brand Simplicity Score:
694
Industry:
Media
Rank change from 2013:
-7
Brand Simplicity Score:
694
Industry:
Electronics
Rank change from 2013:
-5
Brand Simplicity Score:
693
Industry:
Social media
Rank change from 2013:
+14
Brand Simplicity Score:
693
Industry:
Retail/Grocery
Rank change from 2013:
+24
Brand Simplicity Score:
691
Industry:
Internet search
Rank change from 2013:
+4
Brand Simplicity Score:
689
Industry:
Retail/General
Rank change from 2013:
+4
Brand Simplicity Score:
684
Industry:
Electronics
Rank change from 2013:
-6
Brand Simplicity Score:
682
Industry:
Retail/Fashion
Brand Simplicity Score:
681
Industry:
Internet retail
Rank change from 2013:
N/A
Brand Simplicity Score:
680
Industry:
Banks/Retail
Rank change from 2013:
+20
Brand Simplicity Score:
674
Industry:
Fitness
Rank change from 2013:
-37
Brand Simplicity Score:
673
Industry:
Travel/Air
Rank change from 2013:
+11
Brand Simplicity Score:
672
Industry:
Electronics
Rank change from 2013:
+7
Brand Simplicity Score:
671
Industry:
Fitness
Rank change from 2013:
0
Brand Simplicity Score:
671
Industry:
Electronics
Rank change from 2013:
+45
Brand Simplicity Score:
670
Industry:
Shipping/Mail
Rank change from 2013:
+28
Brand Simplicity Score:
667
Industry:
Telecom/Cell phone
Rank change from Previous Year:
N/A
Brand Simplicity Score:
666
Industry:
Travel/Air
Rank change from 2013:
-26
Brand Simplicity Score:
666
Industry:
Retail/General
Rank change from 2013:
+16
Brand Simplicity Score:
665
Industry:
Automotive
Rank change from 2013:
-8
Brand Simplicity Score:
664
Industry:
Internet retail
Brand Simplicity Score:
661
Industry:
Appliances
Rank change from 2013:
+7
Brand Simplicity Score:
658
Industry:
Electronics
Brand Simplicity Score:
657
Industry:
Banks/Retail
Rank change from 2013:
+13
Brand Simplicity Score:
657
Industry:
Media
Rank change from 2013:
+1
Brand Simplicity Score:
655
Industry:
Retail/Fashion
Rank change from 2013:
+6
Brand Simplicity Score:
653
Industry:
Internet search
Rank change from 2013:
+32
Brand Simplicity Score:
651
Industry:
Travel/Air
Rank change from 2013:
+26
Brand Simplicity Score:
650
Industry:
Shipping/Mail
Rank change from 2013:
-2
Brand Simplicity Score:
647
Industry:
Internet search
Rank change from 2013:
+35
Brand Simplicity Score:
647
Industry:
General insurance
Rank change from 2013:
-7
Brand Simplicity Score:
646
Industry:
Automotive
Rank change from 2013:
-15
Brand Simplicity Score:
644
Industry:
Automotive
Rank change from 2013:
+19
Brand Simplicity Score:
644
Industry:
Telecom/Cable
Rank change from 2013:
-15
Brand Simplicity Score:
639
Industry:
Media
Rank change from 2013:
-47
Brand Simplicity Score:
639
Industry:
Media
Rank change from 2013:
-32
Brand Simplicity Score:
637
Industry:
Retail/Fashion
Rank change from 2013:
+19
Brand Simplicity Score:
637
Industry:
Electronics
Brand Simplicity Score:
637
Industry:
Fitness
Rank change from 2013:
0
Brand Simplicity Score:
636
Industry:
Telecom/Cell phone
Brand Simplicity Score:
629
Industry:
Banks/Retail
Rank change from 2013:
N/A
Brand Simplicity Score:
624
Industry:
Fitness
Rank change from 2013:
+12
Brand Simplicity Score:
623
Industry:
Fitness
Rank change from 2013:
-51
Brand Simplicity Score:
621
Industry:
Travel/Hotels
Rank change from 2013:
-3
Brand Simplicity Score:
620
Industry:
Automotive
Rank change from 2013:
-43
Brand Simplicity Score:
608
Industry:
Automotive
Rank change from 2013:
+20
Brand Simplicity Score:
604
Industry:
Electronics
Rank change from 2013:
+8
Brand Simplicity Score:
602
Industry:
Banks/Retail
Rank change from Previous Year:
N/A
Brand Simplicity Score:
599
Industry:
Travel/Hotels
Rank change from 2013:
-15
Brand Simplicity Score:
596
Industry:
Banks/Retail
Rank change from 2013:
-3
Brand Simplicity Score:
595
Industry:
Shipping/Mail
Rank change from 2013:
-2
Brand Simplicity Score:
593
Industry:
Banks/Retail
Rank change from 2013:
-27
Brand Simplicity Score:
593
Industry:
Banks/Retail
Rank change from 2013:
-51
Brand Simplicity Score:
591
Industry:
Banks/Retail
Rank change from 2013:
-8
Brand Simplicity Score:
589
Industry:
Automotive
Rank change from 2013:
+27
Brand Simplicity Score:
587
Industry:
Banks/Retail
Rank change from Previous Year:
N/A
Brand Simplicity Score:
579
Industry:
Retail/Fashion
Rank change from 2013:
+3
Brand Simplicity Score:
575
Industry:
Travel/Car rental
Rank change from 2013:
+7
Brand Simplicity Score:
574
Industry:
Shipping/Mail
Rank change from Previous Year:
N/A
Brand Simplicity Score:
571
Industry:
Banks/Retail
Rank change from 2013:
+6
Brand Simplicity Score:
566
Industry:
Social media
Rank change from 2013:
0
Brand Simplicity Score:
561
Industry:
Social media
Rank change from 2013:
-4
Brand Simplicity Score:
555
Industry:
Banks/Retail
Rank change from 2013:
-8
Brand Simplicity Score:
555
Industry:
Social media
Rank change from 2013:
+2
Brand Simplicity Score:
546
Industry:
Health insurance
Rank change from 2013:
+6
Brand Simplicity Score:
540
Industry:
Telecom/Cell phone
Rank change from 2013:
-25
Brand Simplicity Score:
534
Industry:
Shipping/Mail
Rank change from 2013:
+8
Brand Simplicity Score:
531
Industry:
Telecom/Cable
Brand Simplicity Score:
526
Industry:
Banks/Retail
Rank change from 2013:
-35
Brand Simplicity Score:
525
Industry:
Utilities
Rank change from 2013:
+5
Brand Simplicity Score:
508
Industry:
Banks/Retail
Rank change from 2013:
-3
Brand Simplicity Score:
508
Industry:
Telecom/Cell phone
Rank change from 2013:
-33
Brand Simplicity Score:
494
Industry:
Travel/Car rental
Rank change from 2013:
+9
Brand Simplicity Score:
485
Industry:
Utilities
There’s been a small surge in the right direction for energy supplier SSE—perhaps generated from the goodwill it won from its association with the Glasgow Commonwealth Games 2014. But the UK’s second largest energy company remains, nevertheless, in the Bottom 10. Respondents say their bills are difficult to understand and that SSE “seems to make things more complicated than is necessary,” a condition made worse by “very pushy agents who give unclear advice.”
Rank change from 2013:
+3
Brand Simplicity Score:
482
Industry:
Social media
For a company that’s all about connections, LinkedIn certainly seems to have a hard time getting its message through to consumers. The social networking site continues to get little or no positive feedback from respondents who complain they get too many emails from LinkedIn—a site they consider “complex” and with a purpose that remains unclear.
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Rank change from 2013:
+8
Brand Simplicity Score:
471
Industry:
Utilities
British Gas extols the virtues of simplicity in its marketing campaigns, mentioning right up front in one commercial that they are always “seeking ways to make life simpler for their customers.” Respondents don’t see it that way. Bills are long and complicated, they say, calling the wording “sneaky” and full of “gobbledygook.” So much so, says one respondent: “I feel they are always trying to cheat you.”
Rank change from 2013:
+10
Brand Simplicity Score:
467
Industry:
Travel/Air
Although they are up from the absolute bottom last year, Ryanair still isn’t flying high. Ask consumers about the low-cost airline, and they’ll likely note the poorly designed website, abysmal customer service and tell you “all the onus is on the passenger.” Complaints that the airline is generally misleading are coupled with mentions of an “irritating” abundance of extra fees and an app that makes life harder not easier.
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Rank change from 2013:
-29
Brand Simplicity Score:
464
Industry:
Utilities
German-owned energy supplier E.ON has had a rough year and it’s showing everywhere—from slumping profits to a precipitous drop in its place on the UK Simplicity Index. As one of six major energy companies under investigation for alleged profiteering, E.ON is not alone. Still, not surprisingly, respondents were particularly vocal about the company’s lack of transparency. “Completely untrustworthy,” says one, adding, “I wouldn’t believe a word they write.”
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Rank change from 2013:
-8
Brand Simplicity Score:
460
Industry:
Health insurance
A debilitating combination of unclear pricing, excessive jargon and controversial care home practices lands healthcare provider Bupa in the Bottom 10 of the UK Simplicity Index. Respondents say a complex pricing structure with different fees for identical services has taken their toll on trust in the brand.
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Rank change from 2013:
-8
Brand Simplicity Score:
456
Industry:
Electronics
It seems like just yesterday that BlackBerry was an iconic brand at the forefront of communications technology. But yesterday is an eternity in the world of telecommunications, and the word that comes to mind when respondents think of BlackBerry these days is “outdated.” BlackBerry devices simply “are not intuitive,” say those surveyed, describing the devices as “old-fashioned” and “too complicated to use.”
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Rank change from 2013:
+5
Brand Simplicity Score:
418
Industry:
Utilities
NPower is almost in a league of its own when it comes to dissatisfied consumers. The energy giant has lost 62,000 household customers over the past year and has been receiving complaints at the rate of 120,000 - 130,000-plus a month since a computer glitch resulted in havoc with its billing system. When bills do arrive, say respondents, they’re confusing, complex and “the customer is always the loser in the end.”
Rank change from 2013:
-3
Brand Simplicity Score:
388
Industry:
Utilities
“Is ScottishPower now the worst firm for bill bungles?” reads one of many headlines tracking the billing travails of customers for both NPower and Scottish Power. At last check, Scottish Power seemed to have a slight edge in that dubious race—as is the case on the Simplicity Index. “Untrustworthy,” says one respondent. “If you need information, you may have to go through four or more staff and then get no answer,” says another.
Rank change from 2013:
-3
Brand Simplicity Score:
373
Industry:
Health insurance
AXA PP healthcare is one of the biggest health insurance providers in the UK and, apparently, its most complicated, too. Health insurance is complicated enough, complains one respondent. But in the case of AXA PP healthcare “even the name is complicated.” There’s a widespread perception that the company is deceitful, “designed to confuse” with “insurance-speak” and lots of small print. That combination is a sure way to drive your brand to the bottom of the UK Simplicity Index.
Industry Simplicity Score:
950
Simplicity Premium:
3.4%
Industry Simplicity Score:
808
Simplicity Premium:
3.3%
Industry Simplicity Score:
752
Simplicity Premium:
3.2%
Industry Simplicity Score:
730
Simplicity Premium:
3.9%
Industry Simplicity Score:
720
Simplicity Premium:
4.4%
Industry Simplicity Score:
663
Simplicity Premium:
2.6%
Industry Simplicity Score:
646
Simplicity Premium:
3.5%
Industry Simplicity Score:
622
Simplicity Premium:
4.0%
Industry Simplicity Score:
593
Simplicity Premium:
3.5%
Industry Simplicity Score:
584
Simplicity Premium:
3.5%
Industry Simplicity Score:
582
Simplicity Premium:
3.2%
Industry Simplicity Score:
581
Simplicity Premium:
3.5%
Industry Simplicity Score:
539
Simplicity Premium:
3.9%
Industry Simplicity Score:
539
Simplicity Premium:
3.9%
Industry Simplicity Score:
505
Simplicity Premium:
2.7%
Industry Simplicity Score:
504
Simplicity Premium:
3.3%
Industry Simplicity Score:
492
Simplicity Premium:
3.2%
Industry Simplicity Score:
485
Simplicity Premium:
3.1%
Industry Simplicity Score:
470
Simplicity Premium:
3.5%
Industry Simplicity Score:
446
Simplicity Premium:
4.6%
Industry Simplicity Score:
359
Simplicity Premium:
3.3%
Industry Simplicity Score:
330
Simplicity Premium:
3.2%
Industry Simplicity Score:
275
Simplicity Premium:
3.2%
Industry Simplicity Score:
240
Simplicity Premium:
3.2%
The simplicity premium
Depending on the industry, up to 32% 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 the United Kingdom can reap the greatest financial reward, and what they need to do to command more for their services, download the full report.