MARKETING/SOCIAL MEDIA

Aldi, Google and Amazon top survey of ‘simple’ brands

BY Dan Berthiaume

New York – Grocery discounter Aldi has been ranked the world’s “simplest” brand, with simplicity defined as a clarity of purpose that enables employee innovation and customer service. According to the annual 2013 Global Brand Simplicity Index from strategic marketing firm Siegel & Gale, Amazon.com is ranked second, followed by Google, which came out on top this year. The report is based on a study of 10,000 consumers in seven countries,

The rest of the top 10 simplest brands for 2013 are McDonald’s, KFC, Carrefour, C&A, Samsung, Ikea, and Pizza Hut. Apple fell 14 spots from No. 5 to No. 19 while Wal-Mart climbed from No. 28 to No. 14.

Other findings include:

  • Seventy-five percent of consumers are more likely to recommend a brand because it provides simpler experiences and communications.
  • In the U.S., 29% of consumers said they are willing to spend up to 4.6% more for a simpler experience.
  • A stock portfolio made from the publicly traded top 10 global simplest brands outperforms the major indexes.

"Our fourth annual survey reveals that on a global scale, consumers would pay more for simplicity," said Howard Belk, co-CEO and chief creative officer of Siegel+Gale. "When consumers experience simplicity at every touchpoint — it inspires deeper trust and greater loyalty. This year’s Simplicity Index affirms that brands willing to simplify their customer experiences stand to gain more revenue. In the data, we have the percentage increase in price consumers said they would be willing to pay for simpler experiences offered by each brand included in the survey — a tangible illustration of the value of simplicity. Brands are leaving significant money on the table because of complexity."


More Marketing News

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

Polls

Consumer confidence is high. Is that reflected in your stores’ revenues?

View Results

Loading ... Loading ...
MARKETING/SOCIAL MEDIA

Survey: Moms still make most household purchase decisions

BY Dan Berthiaume

New York – Although dads are making inroads, moms still dominate purchase decisions in most U.S, households. According to a September 2013 survey by Child’s Play Communications, moms remain the major household purchasing decision maker in about 80% of families.

Other notable findings include:

  • Moms are responsible for the majority of household purchase decisions, about two-thirds. This is notable because it contrasts with the long-held belief that moms are responsible for about 80% of household purchasing decisions, an indication that dads are getting more involved.
  • Dads continue to dominate decision making in what might be considered traditionally "male" categories. 55.3% of moms and 62.2% of dads said that dad was entirely responsible for buying decisions related to home repair and 50% of moms and 57.0% of dads said dad had sole responsibility for lawn & garden. Meanwhile, roughly a third or more said dads handle all decision making for automobiles (38.4% of moms, 48.6% of dads) and technology (31.8% of moms, 35.1% of dads). The percentages remained similar when families were asked what dads were "primarily" vs. "entirely" responsible for.
  • Moms, however, dominated purchasing decisions for children’s products. In fact, dad’s role here was noticeably minimal. Moms said that only 1.1% of dads were entirely responsible for buying children’s toys and clothes and dads were in close agreement, claiming sole responsibility for 2.2% of toy purchases and 1.2% of children’s clothes.
  • The balance improved when families were asked where they shared responsibility equally. The four categories that ranked significantly higher than others among both moms and dads were home furnishings (51.0% of moms and 46.0% of dads said decision making here was shared equally), family travel (51% and 46.6%), family entertainment (43.2% and 43.1%) and appliances (41.4% and 36.2%).

"Dads are becoming the "new ‘new’ thing" in marketing to parents," said Azzarone. "Our study clearly shows where dads are key decision makers today and where they still play minor roles, so that brands can make wise choices when allocating their marketing dollars."


More Marketing News

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

Polls

Consumer confidence is high. Is that reflected in your stores’ revenues?

View Results

Loading ... Loading ...
FINANCE

Coupons.com names Safeway exec as COO, CFO

BY Dan Berthiaume

Mountain View, Calif. – Coupons.com Inc. has hired Mir Aamir, former president of loyalty and digital technologies at Safeway Inc., as the company’s COO and CFO. Aamir brings more than 18 years of finance, strategy and operating experience, primarily in the retail CPG industries.

He will oversee all financial and accounting functions, currently managed by CFO and general counsel Richard Hornstein, who will continue in the role of general counsel and chief legal officer. Aamir, in addition to the finance functions, will also oversee the company’s operations and the international business.

“For the past 15 years Coupons.com has worked to bring a digital consumer experience to high-volume retail and CPG industries,” said Steven Boal, CEO of Coupons.com. “Mir has also been a pioneer in this space and is a recognized and well respected thought leader who brings extensive, highly relevant experience to our business.”

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

Polls

Consumer confidence is high. Is that reflected in your stores’ revenues?

View Results

Loading ... Loading ...