More than 60 percent of consumers are willing to pay more for simpler shopping experiences, and 69 percent are more likely to recommend a brand because it's simple, according to Siegel+Gale's sixth annual Global Brand Simplicity Index. Discount supermarket chain Aldi, Google, German discount supermarket chain Lidl, McDonald's, and Burger King were rated among the world's simplest brands.
According to the study, consumers determined a simple company to be one that shifts the power to the consumer, creates more exciting experiences, removes issues with everyday problems, saves time, and provides useful services. Use of social media by companies is also important to consumers, with non-disruptive advertising, entertainment, and effective customer service being the most sought-after characteristics.
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