Therefore simplicity should be a key goal in design, and that unnecessary complexity should be avoided.ĭespite the KISS sentiment, the planning of the elaborate event continued - with details about guest responses, seating diagrams, program, emcee, band, etc. Navy in 1960 that states that most systems work best if they are kept simple rather than made complicated. You may know that KISS is an acronym for “ Keep it simple, stupid.” It was a design principle noted by the U.S. ![]() They hold this event every five years to mark the notable passage of time, and put a spotlight on their associated achievements.ĭuring a conversation, about one of the million details required to run the gala, my client and I chuckled as we agreed to ascribe to the KISS philosophy. We were hired to execute this celebration. The client’s preferred way of celebrating this milestone was to hold a gala. ![]() This is a small, but mighty nonprofit that runs 100% on individual and corporate gifts with no program revenue or government support. Read the full feature ‘Why clear lines of communication get positive response’ here.I recently helped a client celebrate its 15 anniversary. It can be tempting to adopt every new technology going or add layers to marketing and promotions with additional offers and services, but if all that serves to do is complicate the experience for shoppers, marketers should steer clear and keep it simple. It has introduced one click buying, the Prime membership scheme and its recommendation platform that suggest other products shoppers might like, all to ease customers’ path to purchase and cut the number of abandoned baskets. This shows that there’s an incredible amount of business being lost because online systems don’t make things easy enough for shoppers to complete their purchase.Īmazon, however, has built its business around making the shopping experience as simple as possible for customers. Basket abandonment rates, when online shoppers don’t make it through to the final purchase stage of an online order, reached 71% in 2011 according to research firm Forrester. ![]() Online retailers have been particularly prone to the traps of overcomplicated systems. Pair that clarity with the high standard of customer service, quality products, and the investment John Lewis is making to ensure that its multichannel business offers the utmost in convenience, and it’s obvious why John Lewis continues to thrive despite perceptions that it prices are a little higher. Lloyd Page, head of marketing and brand, says it’s this “clarity” of message that appeals to consumers. In John Lewis’ case, the “simplicity” it offers customers comes from the transparency embedded in its Never Knowingly Undersold pledge. ![]() Siegel + Gale’s research also showed that consumers would be willing to pay a premium of more than 5% for a simpler experience with a brand, which shows that simple doesn’t have to mean no frills. It doesn’t take a genius to figure out that when things get over complicated, consumers will give up and go elsewhere. If new technologies aren’t easy to use and shopping channels don’t work together in a simple and intuitive way they are almost as useless as not adopting new technologies at all. It’s no surprise that the top 10 brands in the Simplicity Index, compiled by Siegel + Gale, includes retail brands such as Amazon and John Lewis. Almost nine in 10 (87%) people would be more likely to recommend a brand they consider ‘simple’ to a friend than one more complex according to new research seen by Marketing Week and explored in this week’s feature ‘Why clear lines of communication get positive response’.
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