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Consumers will spend more on simple brand experiences
According to a new research, brands with simplest propositions, comparatively grow and prosper faster. Consumers feel that brands with simple propositions saves their time.
Offering a straightforward shopping experience that meets consumers’ weekly shopping needs – without confusing them with complex promotions – is central to Aldi‘s, (a global leading discount supermarket chain) simplicity.
According to the brand, in this ever-evolving world with the time pressures, they don’t believe that customers want to have to choose between multiple varieties of olive oil, for example.
Simplicity is the idea of clarity in terms of being concise. The other side of simplicity is a degree of empathy for the customer, so a customer-centric brand has to recognise the fact that life is short and we only have a limited number of hours in the day.
What we see with a lot of brands that invest in expanding their proposition is that they just create more complexity.
If you think about Facebook, it is community-led but is trying to do so many different things at once to own all the different dimensions, while platforms like WhatsApp and Snapchat are such clear propositions.
Employee engagement is also an important part as they should be aware of the like, dislikes, preferences of the consumers they are working for.
Creating loyal consumers involve fair pricing, great service and clear and transparent information with the use of technology. Any brand’s marketing strategy must elevate customer engagement as it is about letting customers know about what products might be right for them.