SIMPLICITY - How to make more with less
Simple is better. The trend began with H&M, EasyJet, Tata or Ibis, but the digital revolution is making it indispensable across all industries. Consumers are increasingly choosing simple and fast rather than elaborate or elegantly finished. Skype, MP3 or Google Text are just the beginning; “good enough“ now fully satisfies customers‘ needs. In fact, they are turning their backs on perfection and complexity, preferring better orientation rather than more options!
The trend is not leaving the retailing sector unscathed. When customers change, providers have to reconsider their options. In a world whose future is becoming increasingly complex, simplification is more than just a kind of discount philosophy. It is the key to success at all levels of retailing – from sourcing and formats through products and ranges to distribution and service. If retailers now create clarity, orientation and trust, thus making life simpler for their business partners and customers, they will open up unsuspected market potential.