UNITE:D K:INGDOM
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.
Grazebox
1
Grazebox
Score: 823 | Industry: Retail / Grocery
1
Lidl
Retail / Grocery
2
Lidl
Lidl makes a grand entrance at #1 in its first year on the U.K. Simplicity Index. The discount supermarket chain’s secret: “Fewer products, less hassle,” as one respondent put it. That’s just one voice in the chorus of praise for the store’s no-frills ethos, clear advertising and low prices.
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3
Internet search
3
Google ranks in the top 10 this year across several regions due to its simple interface and ability to empower users to find what they want, when they want it. Survey respondents cited the engine’s reliable results as a factor in considering it a simple brand. “I trust it more so I use it more,” says one.
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ALDI
2
Retail / Grocery
4
ALDI
Aldi is the second discount grocery store in the U.K. Simplicity Index Top 10 this year. Respondents say the discount grocery store’s pricing, advertisements and layout are straightforward. As one aptly notes, “Less choice for easier shopping.”
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4
Premier Inn
1
Travel / Hotels
5
Premier Inn
“Click and go,” says one respondent, encapsulating the simplicity of reserving a room with Britain’s largest economy hotel chain. Easy online booking was a frequently cited among survey responses—and with more than 700 locations, consistency is part of the appeal: “You know what to expect with Premier Inn.”
5
Asda
4
Retail / Grocery
6
Asda
Asda is the third (and still not the last!) discount supermarket in the U.K. Simplicity Index Top 10 this year. Their clear communications and promise to be 10% cheaper than several of its competitors through a “price match guarantee” attracts consumers. “Their price match guarantee is simple and they don't try to cram too much into their adverts,” says one respondent.
6
Sainsbury’s
1
Retail / Grocery
7
Sainsbury’s
Sainbury’s is another grocery store earning praise in the U.K. for its simplicity. Unique among the grocery stores on the list so far, respondents mention its pleasant customer service experience and its highly-recognizable brand. Respondents also cite the chain’s convenience and easily navigable stores.
7
McDonald’s
3
Restaurants
8
McDonald’s
Fast food is a sector that frequently performs well in our survey of the simplest brands, so we’re not surprised to find the Golden Arches in the U.K. Simplicity Index Top 10. Respondents are drawn to the easy to understand menu and upfront deals, as well as the convenience of being able to eat on the go with consistent results. “You know what you’re getting,” says one respondent.
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8
Netflix
Media
9
Netflix
“No unnecessary communication,” touts one respondent about the movie and TV streaming service, highlighting one simple aspect of Netflix, which makes its debut on the U.K. Simplicity Index this year. Respondents also praise the brand’s easy to navigate website and the ability to find what they want to watch, and watch it instantly on the device of their choosing.
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9
Tesco
15
Retail / Grocery
10
Tesco
It appears to be the year of the supermarket in the U.K. Index, and Tesco didn’t want to be left out. More so than the other supermarket chains, Tesco gets noticed for their easy to use website and convenient online shopping delivered to your door. At the end of last year, Tesco CEO Dave Lewis initiated the Feet on the Floor Programme, which placed more than 4,000 Tesco office workers on the retail floor before Christmas in an effort to improve customer service. Time will tell if the initiative will help the brand climb in the Index.
10
Amazon
8
Internet retail
11
Amazon
Amazon’s appeal stems from its ability to nullify the potential paradox of high volumes of choice and ease of finding and getting precisely what one wants. One respondent summarizes this nicely: “Amazon is the easiest place for me to shop. Finding what I need, paying for it and getting it delivered fast are all extremely simple.”
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11
Travelodge
5
Travel / Hotels
12
Travelodge
12
Burger King
5
Restaurants
13
Burger King
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13
IKEA
1
Retail / General
14
IKEA
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14
Marks & Spencer
9
Retail / General
15
Marks & Spencer
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15
Boots
Retail / Health and beauty
16
Boots
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16
eBay
17
Internet retail
17
eBay
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17
KFC
6
Restaurants
18
KFC
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18
John Lewis
12
Retail / General
19
John Lewis
19
Ford
7
Automotive
20
Ford
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20
Samsung
9
Electronics
21
Samsung
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Citymapper
21
Citymapper
Score: 714 | Industry: Internet search
21
YouTube
15
Social media
22
YouTube
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22
The Co-operative Food
15
Retail / Grocery
23
The Co-operative Food
Tinder
23
Tinder
Score: 708 | Industry: Social media
23
Waitrose
9
Retail / Grocery
24
Waitrose
24
Superdrug
6
Retail / Health and beauty
25
Superdrug
25
Sony
3
Electronics
26
Sony
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26
Toyota
54
Automotive
27
Toyota
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27
Primark
14
Retail / Fashion
28
Primark
28
Channel 4
42
Media
29
Channel 4
29
Virgin Atlantic
17
Travel / Air
30
Virgin Atlantic
30
Yahoo!
9
Internet search
31
Yahoo!
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31
New Look
12
Retail / Fashion
32
New Look
33
First Direct
23
Banks / Retail
34
First Direct
34
The Sun
9
Media
35
The Sun
Eventbrite
35
Eventbrite
Score: 687 | Industry: Internet retail
36
MSN
28
Internet search
37
MSN
37
Panasonic
4
Electronics
38
Panasonic
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38
LG
Electronics
39
LG
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39
Canon
10
Electronics
40
Canon
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40
Holiday Inn
20
Travel / Hotels
41
Holiday Inn
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41
Debenhams
12
Retail / General
42
Debenhams
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42
The Guardian
16
Media
43
The Guardian
43
Starbucks
16
Restaurants
44
Starbucks
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44
BBC
36
Media
45
BBC
45
Royal Mail
5
Shipping / Mail
46
Royal Mail
46
H&M
18
Retail / Fashion
47
H&M
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47
Expedia
16
Travel / Booking
48
Expedia
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48
Lastminute.com
27
Travel / Booking
49
Lastminute.com
Nest
49
Nest
Score: 661 | Industry: Appliances
49
Groupon
17
Internet retail
50
Groupon
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50
Intercontinental
33
Travel / Hotels
51
Intercontinental
51
TSB
Banks / Retail
52
TSB
52
Virgin Money
32
Banks / Retail
53
Virgin Money
53
NatWest
29
Banks / Retail
54
NatWest
54
Three
3
Telecom / Cell phone
55
Three
55
ZARA
16
Retail / Fashion
56
ZARA
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56
Vauxhall
2
Automotive
57
Vauxhall
OVO Energy
57
OVO Energy
Score: 650 | Industry: Utilities
58
The Times
11
Media
59
The Times
59
Mercedes-Benz
8
Automotive
60
Mercedes-Benz
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60
Dell
3
Electronics
61
Dell
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61
HP
11
Electronics
62
HP
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62
Santander
30
Banks / Retail
63
Santander
Nutmeg
64
Nutmeg
Score: 638 | Industry: Banks / Retail
65
Nationwide
9
Banks / Retail
66
Nationwide
66
Reebok
11
Fitness
67
Reebok
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67
Social media
68
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68
Philips
21
Electronics
69
Philips
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70
Adidas
22
Fitness
71
Adidas
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71
Apple
36
Electronics
72
Apple
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72
Hilton
6
Travel / Hotels
73
Hilton
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Metro Bank
73
Metro Bank
Score: 629 | Industry: Banks / Retail
73
Churchill
8
General insurance
74
Churchill
74
Bing
14
Internet search
75
Bing
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75
LV
General insurance
76
LV
Dropbox
77
Dropbox
Score: 621 | Industry: Internet retail
77
DHL
14
Shipping / Mail
78
DHL
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78
Score: 617 | Industry: Media
78
Selfridges
48
Retail / General
79
Selfridges
79
Gap
20
Retail / Fashion
80
Gap
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80
Google+
18
Social media
81
Google+
Also view in:
82
Virgin Media
14
Telecom / Cable
83
Virgin Media
83
FedEx
14
Shipping / Mail
84
FedEx
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85
Lloyds Bank
15
Banks / Retail
86
Lloyds Bank
86
iTunes
31
Internet retail
87
iTunes
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87
Nike
42
Fitness
88
Nike
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89
Audi
2
Automotive
90
Audi
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91
Puma
15
Fitness
92
Puma
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92
Direct Line
General insurance
93
Direct Line
95
6
Social media
96
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96
Barclays
9
Banks / Retail
97
Barclays
97
Skype
24
Telecom / Cell phone
98
Skype
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98
More Than
General insurance
99
More Than
99
Harrod’s
5
Retail / Fashion
100
Harrod’s
101
Social media
102
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102
BT
4
Telecom / Cable
103
BT
103
Microsoft
22
Electronics
104
Microsoft
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104
The Co-operative Bank
15
Banks / Retail
105
The Co-operative Bank
105
UPS
Shipping / Mail
106
UPS
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106
Monarch Air
54
Travel / Air
107
Monarch Air
107
The Financial Times
73
Media
108
The Financial Times
108
EE (Everything Everywhere)
4
Telecom / Cell phone
109
EE (Everything Everywhere)
110
Parcelforce Worldwide
25
Shipping / Mail
111
Parcelforce Worldwide
Wonga
111
Wonga
Score: 526 | Industry: Banks / Retail
111
12
Social media
112
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112
Aviva
9
Health insurance
113
Aviva
113
The Royal Bank of Scotland
5
Banks / Retail
114
The Royal Bank of Scotland
115
Hertz
20
Travel / Car rental
116
Hertz
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116
TalkTalk
7
Telecom / Cell phone
117
TalkTalk
There is a litany of grievances against the wireless provider that contribute to their perception as a complicated company: Hidden costs, poor customer service, bad signals, and convoluted pricing plans were all common complaints. Ultimately, these issues make respondents wary about using TalkTalk. “Don't believe their promises,” says one distrustful respondent.
117
British Gas
4
Utilities
118
British Gas
Energy companies often frequently land in the Bottom 10 of our regional lists, mainly for one reason: billing is difficult to understand. British Gas is not exempt from this criticism, as respondents express frustration with ascertaining how much they’re being charged and for what. “Can’t ever understand their paperwork,” remarks a typical respondent.
118
Avis
4
Travel / Car rental
119
Avis
Car rental company Avis lands in the U.K. Simplicity Index Bottom 10 due to hidden charges—the biggest pain point consumers identify about this rental car service. Another irritant is the website, which respondents dismiss as shabby and slow.
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119
7
Social media
120
Complaints about the professional social networking site have two consistent themes: too frequent communication and lack of clarity on the platform’s intent. While annoying users with too many communications is never good, lack of understanding about a company’s purpose is a fundamental issue. “No idea what it does,” admits one survey respondent.
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120
npower
2
Utilities
121
npower
npower garners many of the same complaints as British Gas with its complex billing and opaque pricing. The detriments to this complexity are clear—it breeds a deep mistrust among consumers and leads them to ascribe malicious intentions to the company. “Do their best to confuse,” writes one respondent about npower.
121
BlackBerry
8
Electronics
122
BlackBerry
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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122
SSE (Scottish and Southern Energy)
10
Utilities
123
SSE (Scottish and Southern Energy)
Scottish and Southern Energy (SSE) is the third energy provider getting dangerously near the bottom spot. Unlike the utility companies we’ve seen so far, several respondents specifically called out SSE’s communications as too verbose and even jargon-y: “Their literature isn't written in everyday language,” says one.
123
E.ON
7
Utilities
124
E.ON
“Have you ever tried having a conversation with some idiot at their call centre?” asks one incredulous survey respondent about this U.K. energy provider. Poor customer service and communication were commonly cited, with one respondent even calling its communications mysterious. With so many energy companies falling down for all the same reasons, clear communications or a pared-down pricing structure would go a long way in simplifying this brand.
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124
EDF Energy
16
Utilities
125
EDF Energy
Continuing our run of energy providers, we have EDF Energy nearing the bottom of the list of most complex brands in the U.K. Simplicity Index. In addition to the usual complaints associated with this sector, one respondent identified a very unfortunate side effect of complexity: “Had great difficulty trying to change to this brand.” Even when consumers wanted to patronize EDF, the company made it difficult.
125
ScottishPower
5
Utilities
126
ScottishPower
ScottishPower, our last energy provider on the list, finds itself in a similar position as its peers. Respondents bemoaned its “hopeless” customer service, with one respondent asserting cynically that it “would rather lose a customer than deal honestly with them.”
126
AXA PPP Healthcare
5
Health insurance
127
AXA PPP Healthcare
Dead last for the U.K. for the second year in a row is AXA PPP Healthcare, an insurance provider. Respondents had a variety of complaints, mainly incomprehensible communications that can strip power from the consumer. “Every communication has multiple steps and one never feels in control,” says one respondent.