GERMANY
These brands are disrupting the status quo by changing consumer expectations. Though they span different industries, they possess a common characteristic; simplicity is at the core of experiences they deliver. They are empowering people, reimagining experience, removing friction and saving time.
1
1
Internet search
2
Google takes the top spot in Germany’s Simplicity Index this year. “You can find anything on Google,” remarks a typical respondent, noting the search engine’s ability to organize the vast, complicated web into logical answers for an infinite range of questions. Respondents also cited the minimalist interface as a reason Google is simple.
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2
ALDI
2
Retail / Grocery
3
ALDI
Good quality, low prices, better value. These tenets are at the root of this discount grocery store’s high rating. Stores also tend to have the same layout from location to location, making it easy for shoppers to find the products they want. “Clear product range, alternative payment options, consistent quality,” summarizes one respondent.
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3
Tchibo
7
Internet retail
4
Tchibo
This chain of coffee shops was founded ,more than 60 years ago, but clearly retains modern appeal, thanks in part to its simplicity. Tchibo gets high marks for “limited product range, good info about special offers and availability,” with other respondents commenting on the ubiquity of the company’s advertising and publicity.
4
IKEA
4
Retail / General
5
IKEA
Respondents identify with IKEA’s simple and transparent way of doing business. The discount furniture retailer’s standardized layout—which guides the customer through the store—also received a few mentions from survey respondents. IKEA continues to release new product lines that are both easy to assemble and more customizable.
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5
Lidl
Retail / Grocery
6
Lidl
The second discount supermarket on this year’s list, Lidl has been in Germany’s Top 10 for four years running. German respondents cited the chain’s pervasive presence—which translates to convenient access—as a reason it’s so simple. “Simple brochures, products are easy to find, offers are well described,” says one respondent.
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6
Edeka
5
Retail / Grocery
7
Edeka
For the first time since 2010, Edeka breaks into the Top 10 of German Simplicity Index. The supermarket commands Germany’s largest market share at 26%, and that’s reflected in the number of respondents who identify the brand as close and convenient. Consumers also appreciate the store’s frequent advertising.
7
Budnikowsky
19
Retail / Health and beauty
8
Budnikowsky
This chain of drugstores jumps 15 spots to #7 in the German Simplicity Index this year. “Budni” was founded more than 100 years ago as a specialty soap shop and began expanding in the 1930’s. Their slogan—“Every day do good”—resonates with customers, who feel comfortable in the store. Budni is also a smaller operation than its competitors, and prefers to build customer loyalty by emulating a cozy local drugstore feel than by ubiquity. All this seems to equate to simple experiences for consumers.
8
DM
11
Retail / Health and beauty
9
DM
The second drugstore in Germany’s Simplicity Index this year, consumers tout DM’s nice selection and wide range of products—which make it easy for shoppers to find what they need in one place. Consistency across the chain is also key: “I know exactly where my toothpaste or gel is, no matter where I go,” says one respondent. Considering that DM is Germany’s largest drugstore chain, consistency from location to location is an important part of building a simple customer experience.
9
Amazon
6
Internet retail
10
Amazon
Global online retailer Amazon is a powerhouse of simplicity and efficiency. It’s constantly dreaming up ways to get products to consumers faster, and respondents in Germany have certainly noticed, saying that the online retailer “has a wide range of products, and a very simple ordering system.” Recent online rumors have circulated that Germany may soon be getting Amazon’s Prime Now—a same-day delivery service for a selection of its goods.
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10
Penny Markt
6
Retail / Grocery
11
Penny Markt
Smaller stores and discount prices are what make supermarket Penny Markt simple, according to consumers. The chain is also lauded for being friendly and having clear advertising, with weekly specials prominently displayed on their website.
11
Zalando
14
Internet retail
12
Zalando
12
BILD
5
Media
13
BILD
A mix of tabloid fodder and hard-news content has helped make BILD the best-selling daily in Germany and across Europe, too. Respondents happily subscribe to the paper’s use of images, and simple language, and its ability to summarize important information in a clear way. Or, as one respondent put it simply, “One does not need to be smart” to understand BILD.
13
Volkswagen
29
Automotive
14
Volkswagen
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14
BonPrix
20
Retail / Fashion
15
BonPrix
15
Rossmann
3
Retail / Health and beauty
16
Rossmann
16
H&M
20
Retail / Fashion
17
H&M
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17
eBay
18
Internet retail
18
eBay
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18
McDonald’s
12
Restaurants
19
McDonald’s
McDonald’s has been fighting to win back frugal German customers who weren’t happy when the brand took its €1 cheeseburger off the menu. Nevertheless, respondents still love the simplicity of a place where “you understand everything” and the experience is “the same everywhere.”
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19
Real
7
Retail / Grocery
20
Real
20
OTTO
1
Internet retail
21
OTTO
21
Douglas
Retail / Health and beauty
22
Douglas
23
Audi
27
Automotive
24
Audi
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24
Media Markt
9
Retail / General
25
Media Markt
25
REWE
11
Retail / Grocery
26
REWE
26
Ford
27
Automotive
27
Ford
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27
Samsung
10
Electronics
28
Samsung
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28
C&A
15
Retail / Fashion
29
C&A
30
Bing
16
Internet search
31
Bing
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31
KIK
15
Retail / Fashion
32
KIK
32
Saturn
4
Retail / General
33
Saturn
33
Yahoo!
1
Internet search
34
Yahoo!
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34
Müller
14
Retail / Health and beauty
35
Müller
36
BMW
20
Automotive
37
BMW
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37
Nordsee
13
Restaurants
38
Nordsee
38
ZARA
14
Retail / Fashion
39
ZARA
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39
Mercedes-Benz
22
Automotive
40
Mercedes-Benz
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40
Burger King
18
Restaurants
41
Burger King
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41
AEG
12
Appliances
42
AEG
42
Sony
12
Electronics
43
Sony
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43
Apple
23
Electronics
44
Apple
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44
YouTube
24
Social media
45
YouTube
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45
Opel
18
Automotive
46
Opel
46
EP/Elektronik Partner
13
Retail / General
47
EP/Elektronik Partner
47
MEDIMAX
4
Retail / General
48
MEDIMAX
48
Kaufhof
17
Retail / General
49
Kaufhof
49
LG
8
Electronics
50
LG
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50
Nokia
23
Electronics
51
Nokia
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51
Holiday Inn
23
Travel / Hotels
52
Holiday Inn
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52
Philips
8
Electronics
53
Philips
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53
Canon
2
Electronics
54
Canon
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54
KFC
5
Restaurants
55
KFC
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55
RTL
8
Media
56
RTL
56
Nike
13
Fitness
57
Nike
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57
Prosieben
12
Media
58
Prosieben
58
Hilton
20
Travel / Hotels
59
Hilton
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59
Vox
19
Media
60
Vox
60
Karstadt
6
Retail / General
61
Karstadt
61
Best Western
4
Travel / Hotels
62
Best Western
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62
Panasonic
20
Electronics
63
Panasonic
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63
Vapiano
Restaurants
64
Vapiano
64
SAT 1
17
Media
65
SAT 1
65
Marriott
4
Travel / Hotels
66
Marriott
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66
ING-DiBa
12
Banks / Retail
67
ING-DiBa
67
Dell
10
Electronics
68
Dell
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68
HP
1
Electronics
69
HP
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69
TUI
12
Travel / Booking
70
TUI
70
Puma
6
Fitness
71
Puma
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71
iTunes
19
Internet retail
72
iTunes
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72
Hermes
3
Shipping / Mail
73
Hermes
73
Adidas
10
Fitness
74
Adidas
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74
Spiegel
42
Media
75
Spiegel
75
Skype
1
Telecom / Cell phone
76
Skype
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76
Lufthansa
4
Travel / Air
77
Lufthansa
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77
Techniker Krankenkasse
5
Health insurance
78
Techniker Krankenkasse
78
Microsoft
7
Electronics
79
Microsoft
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80
Sixt
1
Travel / Car rental
81
Sixt
81
airberlin
2
Travel / Air
82
airberlin
82
Reebok
12
Fitness
83
Reebok
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83
Deutsche Post/DHL
24
Shipping / Mail
84
Deutsche Post/DHL
84
Volksbanken Raiffeisenbanken
8
Banks / Retail
85
Volksbanken Raiffeisenbanken
85
eplus
Telecom / Cell phone
86
eplus
86
Bayer
Retail / Health and beauty
87
Bayer
87
BARMER GEK
1
Health insurance
88
BARMER GEK
88
AOK
4
Health insurance
89
AOK
89
Sparkasse
5
Banks / Retail
90
Sparkasse
90
Deutsche Postbank
6
Banks / Retail
91
Deutsche Postbank
91
Thomas Cook
9
Travel / Booking
92
Thomas Cook
92
Germanwings
Travel / Air
93
Germanwings
94
Avis
1
Travel / Car rental
95
Avis
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97
Vodafone
2
Telecom / Cell phone
98
Vodafone
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98
Europcar
18
Travel / Car rental
99
Europcar
99
Hertz
12
Travel / Car rental
100
Hertz
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100
RWE
3
Utilities
101
RWE
101
Commerzbank
Banks / Retail
102
Commerzbank
102
13
Social media
103
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103
UPS
18
Shipping / Mail
104
UPS
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104
Google+
1
Social media
105
Google+
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105
6
Social media
106
Also view in:
106
3
Social media
107
107
TARGOBANK
1
Banks / Retail
108
TARGOBANK
108
Deutsche Telekom
4
Telecom / Cell phone
109
Deutsche Telekom
109
Ryanair
1
Travel / Air
110
Ryanair
Despite a focus on its customer service practices over the past year, discount airline Ryanair can’t seem to ascend out on the bottom of our list. The flights are certainly priced to move, but consumers rail against the brand for nickel-and-diming every add-on and service. “Opaque booking conditions,” remarks one respondent.
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110
E.ON
3
Utilities
111
E.ON
Utilities providers tend to find themselves near the bottom of our lists, and E.ON has the dubious distinction of being in the most complex lists for both Germany and the U.K. “Holds no promise in reality,” says one respondent, while others complained about expensive prices and unclear billing. The company has recently invested in renewable solar energy in the U.S., so perhaps its sustainability efforts will increase its positive perception, but only time will tell if a clearer purpose will help it simplify.
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111
AXA
3
General insurance
112
AXA
Words like “bureaucracy,” “ambiguity” and even “chaos” peppered the answers for why respondents find this global insurance company complex. Hidden clauses and nonsensical fees also contribute to the perception, and in an industry that is often considered complex, a little bit of clarity would go a long way with consumers.
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112
R+V Versicherung
2
General insurance
113
R+V Versicherung
Reinsurance is insurance that’s purchased by insurance companies, and in the case of reinsurance company R+V Versicherung, that only serves to compound the sector’s usual issue of perceived complexity. Respondents cited the company’s unclear products and confusing website as main reasons for a low score this year.
113
Wüstenrot
2
General insurance
114
Wüstenrot
Wüstenrot is an Austrian financial services and real estate firm that offers a wide variety of services including online banking and insurance—none of which are traditionally perceived as simple. Like many of its peers, it’s viewed as complex for documents mired in fine print. They “Not transparent,” summarizes one respondent, with another lamenting that their communications are roundabout.
114
Deutsche Bank
9
Banks / Retail
115
Deutsche Bank
Many respondents this year highlighted the same negative perception of one of the world’s largest financial services firms: arrogance. Hand in hand with this perception is a common theme that the bank seemed dishonest, corrupt and fraudulent, making them anything but the simple choice for consumers’ financial needs. This summer, both co-CEOs resigned at the same time, which almost certainly did nothing to shore up confidence in the brand.
115
Allianz
General insurance
116
Allianz
This financial services company is headquartered in Munich, but its reach is worldwide. Consumers’ main complaint is information overload, with many citing that communications are wordy and confusing. One respondent even bemoaned being unable to distinguish between what is important and what is not. “Far too many incomprehensible clauses,” says another.
116
Deutsche Bahn
4
Travel / Train
117
Deutsche Bahn
One of the biggest pain points with this railway company are its defective and complicated ticketing machines, making it difficult to simply obtain passage on the company’s trains. Another common complaint is frequent train delays, establishing Deutsche Bahn as unreliable. “Last minute changes, no consideration for customers,” remarks one respondent.
117
Generali
1
General insurance
118
Generali
Another global player in financial services and insurance, Generali lacks in simplicity for its abundance of fine print and poor customer service. Respondents complain about receiving sluggish answers to urgent queries and cumbersome phone support. In a complicated industry, having stellar customer support is the first line of defense against succumbing to complexity.
118
ERGO
5
General insurance
119
ERGO
Not surprisingly, an insurance company sits at the very bottom of the German Simplicity Index. “The products are abstract and intangible,” notes one respondent, encapsulating some of the biggest issues with the entire sector. ERGO’s advertising also suffered scathing comments, with respondents calling them absurd.