Simplicity sells

I love Costco. Not just for the prices but for the simplicity. When I want to buy a product, I know that Costco has already narrowed down the many choices to the one or two top products and cut the margin down to a razor thin slice.

Products arrive in boxes and customers walk out with boxes full of products. Pallets are placed on warehouse shelves and it's up to the customers to pull out what they want to buy.

Because of this simplicity I am loyal to Costco and look for that simplicity in other companies. And I'm not the only one. Since 2010, Siegel and Gale has published the Global Brand Simplicity Index which rates companies globally and in the US, Germany and UK for this simplicity factor. Here's the latest list:

My father's favorite company, the German low price retail company, Aldi, heads the list, for many of the same reasons I love Costco.