United Kingdom

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.”

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.

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.

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.”

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.

“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.”

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.

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.

“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.

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.

Enterprise is the lowest placed of the UK car rental brands this year, falling a considerable 38 places in the rankings. Respondents cited complicated and unclear advertisements, hidden costs and small print as key contributors to the poor showing. Also hurting Enterprise’s simplicity: a website generally described as a painful experience and customer service seen as useless.

“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.

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.

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.

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.

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.

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.”

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.

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.

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.