Global consumers rank European-based discount supermarket retailer ALDI as the "simplest" brand in the world—meaning its products and pricing are seen as straightforward and it is viewed as very trustworthy/easy to interact with.
Amazon is seen as the simplest brand in the United States and second simplest globally, according to the report by Siegel+Gale.
The study was based on data from a survey of more than 10,000 consumers in seven countries. Respondents were asked to evaluate brands based on trustworthiness, simplicity of products and services, and the ease and difficulty of interactions.
Below, additional key findings from the report.
US Rankings - Movers and Shakers
- Groupon: Rank 19 (up 31 spots): An improved customer experience lifted daily deal provider Groupon from number 50 in 2012 to number 19. In particular, customers said they're more enthusiastic about redeeming daily deals using the company's mobile app.
- USPS: Rank 52 (up 44 spots): The postal service rose in the annual rankings thanks to the the simplicity of its "if it fits, it ships" flat rate.
- GEICO: Rank: 72 (down 51 spots): Respondents said the insurance provider's service comes with a lot of fine print and hidden fees that aren’t clearly communicated at the point of purchase.
