Return to simplicity

Market studies are revealing a new phenomenon, i.e. consumers are increasingly stressed by the complexity of the choices that face them. They must select from innumerable products on supermarket shelves, choose a price from among a dozen options, etc. All of these decisions produce anxiety. In the past, having a wide range of products and services to satisfy every consumer’s every need was an advantage; today it is becoming a handicap.
Based on this observation, the authors of Simplicity Marketing defend the cause of marketing simplification. Simplification helps both reassure the customer and reduce costs. Among the authors’ recommendations, the following points appeared to be essential:

The product and service offering must be rationalized.
There are four things companies can do to facilitate consumer choices:
– When launching new products, replace the old ones.
– Roll several different products into one.
– Bundle products and services to enable one-stop shopping.
– Develop integrated packages providing new benefits in addition to consolidating hitherto separate products.

Other marketing dimensions must also be simplified.
In addition to rationalizing products and services, companies must also clarify their brand positioning, streamline their price policies and develop clear and simple marketing messages.