Sunday, February 20, 2011

Simplify for the Shopper

Turnkey is key. Keep it as simple as possible for your shoppers. At best, all they’ll need to do is turn the key in order to realize the benefits your products and services promise them. Consider the global retailing brands that consumers say are doing well in simplifying, and learn from what those brands are doing well:
  • Walmart is praised for clear pricing and making good on promises to offer substantial discounts. It’s simpler to shop when you trust the retailer.
  • McDonald’s receives recognition for ease in food selection because of customizing for the locale. In India, McDonald’s offers the Maharaja Mac, made with lamb. In Japan, there are shrimp burgers.
  • Trader Joe’s is on the simplicity list because their careful selection of products makes shopping more efficient. While the typical grocery store carries about 50,000 different items, a Trader Joe’s store carries about 4,000.
     At the other end of the scale, Apple Stores take a hit because of the iPhone. Purchasers find that when they have complaints, the blame is bounced back and forth between Apple and AT&T. Consumers want accessibility when problems arise.
     These findings are from a report recently released by strategic branding firm Siegel+Gale. Across the US, UK, Germany, China, India, Saudi Arabia and Dubai, 6,152 consumers were asked their views about simplicity. Analyses of the results identified four primary components:
  • Clarity in communications
  • Honesty and trustworthiness
  • Efficiency in satisfying consumer needs and wants
  • Accessibility whenever there are questions
     Simplicity counts not only for the retailers, but also for the products they carry. About 70% of consumers wish simple products were available to them. That’s the conclusion of a study conducted by international advertising agency Euro RSCG Worldwide. Those results were based on responses from 5,700 adults residing in France, the Netherlands, England, the U.S., Brazil, Japan, or China.
When it comes to simplicity versus complexity, the consumer psychology trend is toward being happier with simplicity of functions from the start. Offer your customers fundamentals.
     But please don’t misunderstand. The fact that most consumers wish simpler products were available does not mean all consumers will end up buying those simpler products. Most shoppers still want their indulgences. And the large majority of shoppers enjoy customizing their products to fit their individual characteristics. The trend here is to want it available in a less complex, more intuitive format.

Click below for more:
Offer Fundamental Indulgences
Simplify Item Returns for Customers
Selectively Keep Information from Customers

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