The art of keeping it simple

THE ART OF
KEEPING IT SIMPLE
The question of effectiveness at all levels

"A world with too much data, too many
choices, too many options and too little time
forces us to choose what we attach the
greatest importance"
Translated from English - read the article: http://bit.ly/1CnNgZK
Arianna Huffington

TODAY,
SIMPLICITY IS
MORE THAN A TREND,
IT IS A NECESSITY !
As we are redeﬁning our priorities and seeking to enjoy only
the best of our experiences, it is necessary to eliminate daily
stress and compensate the complexity of our modern lifestyles.

3 REASONS TO
TRULY BELIEVE IT
Chapter 1

As our lives get filled, time is the rarity of the century.
Urgency is omnipresent and a hunt for downtime has been
launched. Today, while we are redefining the value of time,
slowing down or finding ways to win are the only ways to move
forward.
“
Reason 1
A NEW APPROACH
TO TIME

More than a quarter of the population, 28%, is considered to
be 'chrono-victims': they run after time, looking for any
solution that can help them to manage their use of this
constantly ﬁlled time.
TNS Sofres
Read the article: http://bit.ly/1CnSXH3
"We are in a society where the experience of time is no
longer the same as it was ﬁfty years ago. Time became
a good master. "
Stefano Monzani, psychologist FSP Geneva
Read article : http://bit.ly/1y7PPw5
2 ILLUSTRATIONS

We have the possibility to know anything about everything
and to make fully informed choices. However, in addition to
being time-consuming, our searches give us too much information
at once, without any prioritization. The problem is that we no
longer have any time to read and process all this information.
“
Reason no. 2
INFORMATION
OVERLOAD

"' According to experts, humanity has created more information over the
past two years than during its entire history', recalls Isabelle Carcassonne,
of IBM France. '' [This] growth will continue at the frantic pace of 45%

"per year until 2020, as per IDC, a market research firm"
Le Figaro
Read the article: http://bit.ly/1txAEoq
'The hyper-connective, sensory overload and the constant flood of
information in the digital domain
depletes consumers"
Karan
Cushman – « Simplification is a Top Trend for Thought Leaders in 2014 »

Read the article: http://bit.ly/1lm5aDI
2 ILLUSTRATIONS

Our choices have never been so open. Under the injection
of innovations, we are always tempted to test all, just to try. Far
from being liberating, that 'overﬂow' of choice generates
frustration and anxiety, to the idea of missing something better,
more interesting. It gets tiring gradually.
“
Reason no. 3
TOO MANY
DECISIONS

Between 2000 and 2009, the references of yoghurt available for the
alcohol drinks increased from 208 to 281. At the same time, the number
of references for cafés rose from
110
to
199.
Le Journal du Net - on a Nielsen study
Read the article: http://bit.ly/1vrZzyY
'"They want the best deal and are happy to

rely on algorithms and
aggregators to ﬁnd[…] The key is that the consumer remains
autonomous"
Jason Mander - Future Foundation

Translated from English -Read article: http://bit.ly/1CnNgZK
2 ILLUSTRATIONS

EVENTS FOR
CONSUMERS
Chapter 2

1. THE ADVENT OF CURATION
From information to purchasing a product, including getting gift ideas, we want to be guided in our decision-making.
Through presets, we want to have access to relevant, qualitative and reduced choices, according to our tastes and our interests,
to consume more simply.
THE BOX
Beyond discovery and surprise, the box is a selection of the best products
in their category which the brand wants to recommend to its consumers,
according to their proﬁle. They can thus discover what is likely to please
them without going through the inﬁnite scroll in products cluttered in
stores or e-shops.

FOLLOW THE NEWS IN "FLIPBOARDS".
To organize information and escalate content in connection with
the topics of interest of the consumer, news aggregators multiply
and give them the ability to customize the restitution of the info,
via sorting and simply deleting.
EDITORIALS FOR E-COMMERCE:
Online fashion shopping is increasingly via editorials that guide
the shoppers. To avoid the loss of time related to the provision of
a catalogue of unlimited clothing, many players are distinguished by
pre-selecting the best parts, the best trends and we guide them
toward what they are looking for.

2. PRIORITIZE INFORMATION
Faced with a volume of available information that increases exponentially, sorting and ranking allow us to see more clearly
and ﬁnd what we seek more simply and more quickly.

THE BATTLE OF RELEVANCE
The war of algorithms is in full swing. Regardless of their need, alcohol drinks are turning to
actors who are able to recommend the most relevant choices, compared to their proﬁle, their
desires and interests.

THE PHENOMENON OF 'TOP '.
It is one of the star formats at the moment, and is the most
shared. It allows you to simply classify information, so that it is
always more digestible and entertaining.
QAPA
Even job search is simpliﬁed thanks to algorithms. On Qapa, we
upload our CV, our job requirements and what we are looking for.
The service classiﬁes the offers by relevance and shows only those
which meet a minimum of the required conditions.

3. BY THE IRRESISTIBLE RELEASE
When too much choice causes frustration, simplicity is embodied in the absence of choice. More & more shops and services
make choices in our place, offering only a single option or letting others decide for us.
A RESTAURANT, A DISH!
People know why they come and don’t ask themselves too much
questions. They sit down and enjoy dishes without any hesitation
or any "oh I should have chosen that other dish » spoiling the
party. Single dish restaurants are a real trend that develops, like
« Balls », a Parisian restaurant... of meatballs !

THE RANDOM DECISION ALGORITHMS
Knowing what to eat tonight, finding an outfit for Christmas,
choosing a shower gel: we sometimes would like not to have to
make a decision. To remedy this, we today find services that
suggest us answers randomly.
DELEGATE THE DECISION TO OTHERS
Today, some services allow us to crowdsource our decisions. Ask a
question, or put forth a dilemma and people vote for the option
they prefer. They decide for us when we don't want to make a
choice on our own.

4. STREAMLINE OUR INTERACTIONS
It is now necessary to lift all barriers on our journey as consumers and seek to facilitate our interactions to go straight to the
point, whatever we do.

BETWEEN US
Many services simplify our human interactions to the maximum, through
messages or modes of binary contact, to make our exchanges more
effective and to interact more quickly.

IN-STORE
Consumers are increasingly fond of "click'n'collect" and "fast
check out", which facilitate their buying process and make them
save time while in shops, hotels and others.
OVER THE INTERNET
Buy with one click, easily ﬁnd a size, facilitate returns, etc.:
irritants and barriers are numerous for e-commerce and are
gradually overcome by a few simple innovations, which reassures
us and makes our purchasing process most enjoyable.

SHYP
To post your letters and parcels without suffering queuing and without
worrying about opening hours, start-ups such as Shyp have grown and
they come home, collect the objects or letters to send, then take care of
everything for us
5. THE DIGITAL CONCIERGE
With one click, we can ﬁnd someone who will complete all these small arduous tasks that take us increasingly more time on a
daily basis.

FLYCLEANERS
Doing laundry has never been easier. Through an app, we can
hire a person who will come to take our clothes to clean, is
responsible for any deposits to the dry cleaners and other washes
and then return the laundry, clean and folded.

E-CONSTAT
The demand for digitalisation of many business processes is
increasing. From 1 December 2014, it is possible to complete a
car accident form for assurances online. You will only need an
application on your "smartphone" to solve your possible clashes
on the road.
MAKING AN APPOINTMENT ONLINE
Today, many doctors are accessible on the web. The
mondocteur.fr platform can simply and quickly make an
appointment. While sitting at home, a consumer can select the
desired speciality, see all available doctors, their information and
their open slots. In one click, the appointment is made.

6. DO EVERYTHING AT THE SAME LOCATION
To best manage what we have to do every day, while having a good time, many places become multifunctional, combining the
useful and enjoyable. Everything is done in one place and everything is easier for us, to avoid being forced to run to different
places.
WASBAR
Do your laundry, while working at the local café or a drink with
friends: this is the concept of Wasbar, which includes a café in the
same place to comfortably use washing machines to do one's laundry
in a pleasant environment .

STORE PICKUP BY MAIL
To remove this barrier in online shopping, send packages without
loss of time, order a delivery of ﬂowers, chocolates or buy wine,
but also to manage one's laundry, Post launches PickUp Store, a
space concierge, in places with high trafﬁc (coming to St Lazare)
to facilitate the management of every day things for people who
work and pick up the same later in the week.
VÉLOS-CAFÉS
Tomorrow, we will be at the local café. Starting with repair of our
bikes in the metropolis to encourage this means of transport more
and more, which is environmental and sporty for everyone. The
phenomenon of bike cafés, though very new, is rapidly becoming
popular in France, where there are already a dozen such
institutions.

7. THE SUCCESS OF SHORT VISUAL
The image invaded all our communications. Easy to consume, quickly comprehensible it became the star of exchanges and
consumer expressions. Everything is transmitted faster.

SOCIAL NETWORKS PHOTO
Today, social networks centered on images are the fastest growing
networks. Snapchat, Instagram, Pinterest: all tools that now support our
desire to share quickly and simply, what we see and live.

AN IMAGE FOR EVERY IMAGINARY PRODUCT
One of the most effective campaigns recently - and rewarded by
Efﬁe in 2014 - was "No Logo" by McDonalds. In 2013, Big Mac
or Sundae were the big products that caused a stir in the market.
In 2014, the pictograms of "Big 6" (its most popular products)
adorned its print ads. Nothing is more effective to evoke a desire
in the consumer than an imagination linked to the brand!
ENTERTAINMENT CONTENT IS GETTING
SHORTER INCREASINGLY
As people's attention span decreases, the formats we use get
shorter. The content is short, ﬁtted to the extreme, to keep only
the essentials and entertain us effectively.

8. SIMPLICITY AS PHILOSOPHY
Today, when they do not ﬁnd a solution to better manage their lives ever faster, people decide to slow down. Rather than try
to do everything more efﬁciently, they are doing less and refocussing on what really matters.
THE "SLOW LIVING"
Lifestyle choices are increasingly prevalent, it can apply to anything: "Slow food", "slow design",
"slow cities", etc. The "slow" promotes a healthier and accountable lifestyle away from the
urgency of today's world. It encourages following the natural rhythm of things, to respect the
humans and environment by living in the moment.

VOLUNTARY SIMPLICITY
For ethical, ecological and social reasons, more and more people
are choosing to go against the grain of the consumer society to
consume only what they absolutely need. They want to improve
their quality of life, prioritizing family, human and community.
FOCUS ON SIMPLE THINGS
"Simple Things", "Real Simple", "Happinez" and many
magazines around the simple living and fun things in everyday
life, meet great success, with consumers looking to return to the
modes of quieter life.

9. KEEP ONLY THE ESSENTIALS
Forgetting superﬂuous to navigate better and grasping things better becomes paramount for an increasing number of
consumers. The art of the empty and clean spills pushes us to think about the value of each item.
CLEANING OF DRESSING AREA
A dressing room of a fashionista is more likely to be ﬁlled easily. Yet for some
time, keeping only the essential, key parts, has become an art. They simplify
their options and return to the timeless, giving way to the real beautiful
pieces.

REFINED DESIGN
Minimalism, "lean" and "ﬂat" design: today we have a tendency
to eliminate frills and keep only the essential elements both in the
way we imagine, design, represent and decorate. We go for the
simpler and it is more beautiful!
THE "TINY HOUSES"
The "tiny houses" movement (litt. Tiny houses) is gaining ground.
These houses consist of a living area of less than 10m2, mounted
on wheels and transportable as a caravan. As we become
increasingly mobile and voluntarily reduce our impact, they are
the new alternative, inexpensive but comfortable.

THE DESIRE OF SIMPLICITY,
BY CONTRIBUTING TOWARDS DEVELOPING
THE HABITS OF CONSUMERS AND MAKING
THEIR THEIR SEARCH EXPERIENCES MORE
FLUID,
MORE FREE AND MORE USEFUL.

IMPACT ON THE BRAND/
ALCOHOL DRINKS
RELATIONSHIP
Chapter 3

KEEP IT SIMPLE
STUPID*
* litt. "Keep it simple, stupid"
= "Do not complicate things"
Facilitating increased access in using your products and
services, answering each question, raising all barriers, guiding
consumers

# 1 MAKING LIFE EASIER EVERYDAY
Today it is to imagine new services that will improve the lives of its consumers on a daily basis. Brands can provide simple
solutions to the problems faced by consumers while responding to insights of their daily lives, .
KLM #HAPPYTOHELP

This is THE customer service for people who travel. It supports all calls
for help from any passenger on any airline, for problems ranging from
knowing the departure time of the ﬂight, to ﬁnding a service to collect
forgotten passports

ESURANCE

To access the estimation of insurance reimbursements for
damage faster, Esurance provides an opportunity for its
members to handle everything via video chat. On the app,
the consumer makes an appointment, ﬁlls the information
requested in advance and everything is settled (support,
estimation and payment) during scheduled video chat.
SIMPLIFY THE CULINARY EXPERIENCE

Knowing what to cook with what you have in the fridge is the
goal of Hellsman, thanks to the possibility that the brand
gives us through twitter and give us a simple and great recipe
according to the the contents of our fridge

# 2 BE ACCESSIBLE EVERYWHERE, ALL THE TIME

Brands must always be within reach of their consumers. They must now adapt and integrate fully into the rhythm of their
customer's life, offering the same quality of service across all channels so that any issue or barrier is managed effectively.
BOUYGUES TELECOM
In addition to its traditional customer
service, Bouygues has developed many
ways for customers to contact them.
The woobees are on twitter, the forum
is lively and full of questions and
answers and the brand is also available
on Facebook, to help any user. More
recently, the brand has provided the
option of making online appointments
in a store close to home. Everything is
done to make the brand available for
the consumers.

DARTY

To expand its customer service and always be accessible,
Darty has recently created the connect button. A problem
with any device? Press the button and contact us. It is as
simple as that.
H&M

In the US, the company offers many services before, during
and after the purchase. Click'n'collect, online store for
returns, exchange of old clothes against vouchers, contact-less
payment booths, etc. : Brand innovates and streamlines the
process increasingly.

# 3 GUIDE TO MAKING CHOICES SIMPLER

To facilitate choices, brands must use direct messages, "talking", view aggregations, screening, etc. Anything that emphasizes
on the most obvious decision. And this involves managing the wealth of information available in the most transparent way
possible.
TESCO

As making a choice in
multimedia range is
considered particularly
difﬁcult by many
consumers * TESCO has
installed interactive screens
just to facilitate comparison
of the offered phones. The
consumer has to enter the
names of two phones and
the screen automatically
displays the comparative
characteristics of both
models
* http://bit.ly/192LUmO

NUTRITION LABELLING CARREFOUR

Although controversial, still under discussion, the labelling
system devised by Carrefour's food is a good method to
guide consumers towards what is best without skipping any
ingredient.
BIOGARAN

With Biogaran Council, the brand indicates the drug of
choice indicating clearly the symptom and the dosage of
each drug available as a free service. The consumers may
self-medicate without fear.

# 4 THE BEST USE
Whether in operation, in its organization, point of sale, in its web and mobile interfaces, in its design or its offer, a brand must
remain functional and practical. Everything must be usable and ﬁndable in an instant, to avoid the pitfalls of taking time to
understand or seek, and not to offer too complex an experience.
BNP / HELLOBANK

With Hellobank, BNP Paribas
reinvents the bank. The
interface, as long as the service
has been optimized and
working to be "user-friendly".
Simple to understand, use,
manage, everything is
presented so that the user can
do everything himself as easily
as possible - and, in case of
problem it always has access to
an ultra available customer
service.

NEIMAN MARCUS

An app offering loyalty benefits which can be used by a
consumer to book items online, program market events in his
calendar, find an item he loves with just a picture, take
appointment with a salesperson to be received personally in
store, etc. : The list of all that is accessible via the Neiman
Marcus application is very long - but it has the advantage of
centralizing everything in one place to make consistent
customer experience and facilitate its relationship management
with the brand. All this, while remaining hyper functional!
LOCALISATION IN-STORE

Ikea, Galeries Lafayette or Carrefour use mobile store to
facilitate research products which enable consumers to easily
find their way and what they really need.

# 5 SIMPLE, DOWN TO EARTH IDEAS
Being simple is also about being smart and possessing the know how to communicate the ingenious and accessible ideas at the
heart of its brand without embellishment. The trend today is to have a clever idea of an easy device for consumers looking to
simply and clearly understand what they are offered, no frills, so not to get lost in the details.
DHL

Although it was not premeditated by DHL themselves, it is the epitome
of a simple idea that was useful. On a thermoreactive packaging the
message "DHL is faster" was inscribed (in English). During the trip, the
package reacts to temperature and displays the message on the boxes
carried by couriers to all competitors. A great source of inspiration to
promote which surprisingly and unexpectedly added value of its brand.

ANZAC

The New Zealander organization for veterans selling
badges on the streets to raise funds. But who has the
currency with them always? To make it an even simpler
donation, the association has set up the "moment of
silence" phone, the gift is simply charged to the phone
bill, when the person calls the number which has been
set up.
NIVEA

To illustrate its promise to protect children (with sun
cream 60), Nivea has created the "protection ad" in
Brazil, a pub with a connected print bracelet that warns
parents via smartphone, when the child strays too far.
More protection for children, less concern for parents!

Document produced by Paola Craveiro & Mathieu Genelle

THANK YOU
CONTACT US
Hélène Meinerad
+33 (0)6 16 72 09 46
helene.meinerad@chemistry-agency.fr

Mathieu Genelle
+33 (0)6 19 76 11 95
mathieu.genelle@chemistry-agency.fr

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The art of keeping it simple

The art of keeping it simple

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