Show :

These brands are disrupting the status quo by changing consumer expectations. Though they span different industries, they possess a common characteristic; simplicity is at the core of experiences they deliver. They are empowering people, reimagining experience, removing friction and saving time.

1

Netflix

5

Internet retail

Rank Change: +5
Industry: Internet retail

2

Willys

1

Retail / Grocery

Rank Change: +1
Industry: Retail / Grocery

3

Max Burgers

1

Restaurants

Rank Change: +1
Industry: Restaurants

5

Clas Ohlson

1

Retail/General (mega/department store)

Rank Change: -1
Industry: Retail/General (mega/department store)

7

Spotify

20

Internet retail

Rank Change: +20
Industry: Internet retail

9

Volvo

27

Automotive

Rank Change: +27
Industry: Automotive

11

 

Klarna

 

Internet retail

Rank Change: N/A
Industry: Internet retail

12

Lidl

3

Retail / Grocery

Rank Change: -3
Industry: Retail / Grocery

Also view in:

Germany Global United Kingdom

13

nelly.com

7

Internet retail

Rank Change: +7
Industry: Internet retail

14

Apoteket

8

Retail / Health and beauty; drugstore

Rank Change: +8
Industry: Retail / Health and beauty; drugstore

15

Apotek Hjärtat

1

Retail / Health and beauty; drugstore

Rank Change: -1
Industry: Retail / Health and beauty; drugstore

16

Ica Gruppen

3

Retail / Grocery

Rank Change: +3
Industry: Retail / Grocery

17

SUBWAY

23

Restaurants

Rank Change: +23
Industry: Restaurants

Also view in:

Germany Global United States

18

Blocket.Se

13

Internet retail

Rank Change: -13
Industry: Internet retail

21

Coop

5

Retail / Grocery

Rank Change: +5
Industry: Retail / Grocery

22

Comviq

22

Telecommunications / Cell phone service providers

Rank Change: +22
Industry: Telecommunications / Cell phone service providers

23

Miele

6

Appliances

Rank Change: +6
Industry: Appliances

Also view in:

Germany Global

24

Pizza Hut

17

Restaurants

Rank Change: +17
Industry: Restaurants

25

Apollo

44

Travel / Booking

Rank Change: +44
Industry: Travel / Booking

27

Starbucks

30

Restaurants

Rank Change: +30
Industry: Restaurants

28

IKEA

27

Retail/General (mega/department store)

Rank Change: -27
Industry: Retail/General (mega/department store)

30

Tradera

7

Internet retail

Rank Change: -7
Industry: Internet retail

31

Åhléns

23

Retail/General (mega/department store)

Rank Change: +23
Industry: Retail/General (mega/department store)

32

Burger King

15

Restaurants

Rank Change: -15
Industry: Restaurants

33

Gina Tricot

13

Retail / Fashion; clothes

Rank Change: +13
Industry: Retail / Fashion; clothes

34

Expressen

24

Media (newspapers, TV, online, mobile)

Rank Change: +24
Industry: Media (newspapers, TV, online, mobile)

35

Synoptik

7

Retail / Health and beauty; drugstore

Rank Change: -7
Industry: Retail / Health and beauty; drugstore

36

Nordic Choice Hotels

32

Travel / Hotels

Rank Change: +32
Industry: Travel / Hotels

37

Kronans Apotek

19

Retail / Health and beauty; drugstore

Rank Change: -19
Industry: Retail / Health and beauty; drugstore

38

Nokia

26

Electronics

Rank Change: -26
Industry: Electronics

Also view in:

Germany Global India

39

Electrolux

10

Appliances

Rank Change: +10
Industry: Appliances

40

Hemköp

32

Retail / Grocery

Rank Change: -32
Industry: Retail / Grocery

41

Göteborgs-Posten

22

Media (newspapers, TV, online, mobile)

Rank Change: +22
Industry: Media (newspapers, TV, online, mobile)

42

Aftonbladet

36

Media (newspapers, TV, online, mobile)

Rank Change: +36
Industry: Media (newspapers, TV, online, mobile)

43

H&M

9

Retail / Fashion; clothes

Rank Change: -9
Industry: Retail / Fashion; clothes

44

AvanzaBank

5

Banks / Retail

Rank Change: -5
Industry: Banks / Retail

45

Radisson

25

Travel / Hotels

Rank Change: +25
Industry: Travel / Hotels

47

Adlibris

37

Internet retail

Rank Change: -37
Industry: Internet retail

49

Viaplay

25

Media (newspapers, TV, online, mobile)

Rank Change: -25
Industry: Media (newspapers, TV, online, mobile)

50

OKQ8

11

Travel / Air

Rank Change: +11
Industry: Travel / Air

51

Best Western

13

Travel / Hotels

Rank Change: +13
Industry: Travel / Hotels

Also view in:

Germany Global United States

52

ASOS

7

Internet retail

Rank Change: +7
Industry: Internet retail

Also view in:

Germany Global

53

Tele2

18

Telecommunications / Cell phone service providers

Rank Change: -18
Industry: Telecommunications / Cell phone service providers

54

Fazer

11

Retail / Grocery

Rank Change: +11
Industry: Retail / Grocery

55

Dagens Nyheter

5

Media (newspapers, TV, online, mobile)

Rank Change: +5
Industry: Media (newspapers, TV, online, mobile)

56

Bredbandsbolaget

50

Telecommunications / Cable providers

Rank Change: +50
Industry: Telecommunications / Cable providers

57

Svenska Handelsbanken

25

Banks / Retail

Rank Change: -25
Industry: Banks / Retail

58

Ikano Bank

17

Banks / Retail

Rank Change: +17
Industry: Banks / Retail

59

Scandic Hotels

24

Travel / Hotels

Rank Change: +24
Industry: Travel / Hotels

60

Life

7

Retail / Health and beauty; drugstore

Rank Change: -7
Industry: Retail / Health and beauty; drugstore

61

KappAhl

16

Retail / Fashion; clothes

Rank Change: -16
Industry: Retail / Fashion; clothes

62

SAS

18

Travel / Air

Rank Change: +18
Industry: Travel / Air

63

Puma

23

Fitness

Rank Change: +23
Industry: Fitness

64

ViaSat

52

Media (newspapers, TV, online, mobile)

Rank Change: +52
Industry: Media (newspapers, TV, online, mobile)

65

Ticnet

18

Travel / Booking

Rank Change: -18
Industry: Travel / Booking

66

cdon

1

Internet retail

Rank Change: +1
Industry: Internet retail

67

First Hotels

15

Travel / Hotels

Rank Change: -15
Industry: Travel / Hotels

68

Sony

47

Electronics

Rank Change: -47
Industry: Electronics

69

Comfort Hotels

27

Travel / Hotels

Rank Change: -27
Industry: Travel / Hotels

70

Lindex

4

Retail / Fashion; clothes

Rank Change: -4
Industry: Retail / Fashion; clothes

71

Swedbank

5

Banks / Retail

Rank Change: +5
Industry: Banks / Retail

72

Fritidsresor

57

Travel / Booking

Rank Change: -57
Industry: Travel / Booking

73

Husqvarna

2

Appliances

Rank Change: -2
Industry: Appliances

74

Bosch

24

Appliances

Rank Change: -24
Industry: Appliances

Also view in:

Germany Global

75

Stor och Liten

50

Retail/General (mega/department store)

Rank Change: -50
Industry: Retail/General (mega/department store)

76

Audi

24

Automotive

Rank Change: +24
Industry: Automotive

79

DesignTorget

63

Retail/General (mega/department store)

Rank Change: -63
Industry: Retail/General (mega/department store)

81

BMW

19

Automotive

Rank Change: -19
Industry: Automotive

82

Netto

69

Retail / Grocery

Rank Change: -69
Industry: Retail / Grocery

83

AGRIA Insurance

1

General insurance

Rank Change: -1
Industry: General insurance

84

Folksam

4

General insurance

Rank Change: +4
Industry: General insurance

85

Db Schenker

14

Shipping / Mail

Rank Change: +14
Industry: Shipping / Mail

86

ST1.se

75

Utilities

Rank Change: -75
Industry: Utilities

87

Telenor Sverige

18

Telecommunications / Cell phone service providers

Rank Change: +18
Industry: Telecommunications / Cell phone service providers

88

SJ

36

Travel / Train

Rank Change: +36
Industry: Travel / Train

Many have an idyllic picture of European train travel, but Swedish consumers have a different view of SJ, the government-owned rail system. “Their site and the pricing are incredibly complicated,” says one respondent. “Likewise, their handling of delays and cancellations [is] catastrophic.” And delays are frequent, judging from responses.

89

DHL

20

Shipping / Mail

Rank Change: +20
Industry: Shipping / Mail

90

Canal Digital

2

Telecommunications / Cable providers

Rank Change: +2
Industry: Telecommunications / Cable providers

91

Com Hem

17

Telecommunications / Cable providers

Rank Change: -17
Industry: Telecommunications / Cable providers

92

Länsförsäkringar

59

General insurance

Rank Change: -59
Industry: General insurance

93

Stena Line

9

Travel / Air

Rank Change: -9
Industry: Travel / Air

94

Posten Norge (Postnord)

35

Shipping / Mail

Rank Change: +35
Industry: Shipping / Mail

95

Cylinda

4

Appliances

Rank Change: -4
Industry: Appliances

96

Bring

30

Shipping / Mail

Rank Change: +30
Industry: Shipping / Mail

97

Volkswagen

10

Automotive

Rank Change: -10
Industry: Automotive

98

&Otherstories

2

Retail / Fashion; clothes

Rank Change: -2
Industry: Retail / Fashion; clothes

99

SEB

27

Banks / Retail

Rank Change: -27
Industry: Banks / Retail

100

Ving

63

Travel / Booking

Rank Change: -63
Industry: Travel / Booking

102

Lufthansa

29

Travel / Air

Rank Change: -29
Industry: Travel / Air

Also view in:

Germany Global United Kingdom

104

Ericsson

10

Telecommunications / Cell phone service providers

Rank Change: -10
Industry: Telecommunications / Cell phone service providers

105

Lloyds Apotek

26

Retail / Health and beauty; drugstore

Rank Change: -26
Industry: Retail / Health and beauty; drugstore

106

Saab

19

Automotive

Rank Change: +19
Industry: Automotive

107

Norwegian Air

4

Travel / Air

Rank Change: -4
Industry: Travel / Air

Also view in:

Global United Kingdom

108

Ibis

6

Travel / Hotels

Rank Change: -6
Industry: Travel / Hotels

Also view in:

Germany Global

109

Hertz

11

Travel / Car rental

Rank Change: +11
Industry: Travel / Car rental

110

TeliaSonera

3

Telecommunications / Cell phone service providers

Rank Change: +3
Industry: Telecommunications / Cell phone service providers

111

Siemens

7

Electronics

Rank Change: -7
Industry: Electronics

Also view in:

Germany Global

112

Statoil

61

Utilities

Rank Change: -61
Industry: Utilities

113

MQ

75

Retail / Fashion; clothes

Rank Change: -75
Industry: Retail / Fashion; clothes

114

Skandia

3

General insurance

Rank Change: -3
Industry: General insurance

115

Vattenfall

14

Utilities

Rank Change: -14
Industry: Utilities

Also view in:

Germany Global

116

Skype

31

Telecommunications / Cell phone service providers

Rank Change: -31
Industry: Telecommunications / Cell phone service providers

117

E.ON Sverige

2

Utilities

Rank Change: +2
Industry: Utilities

118

 

Bonnier

 

Media (newspapers, TV, online, mobile)

Rank Change: N/C
Industry: Media (newspapers, TV, online, mobile)

119

Novotel

2

Travel / Hotels

Rank Change: -2
Industry: Travel / Hotels

120

 

Airbnb

 

Travel / Hotels

Rank Change: N/A
Industry: Travel / Hotels

121

Nordea Bank

11

Banks / Retail

Rank Change: -11
Industry: Banks / Retail

122

AFA Sjuk

5

General insurance

Rank Change: +5
Industry: General insurance

123

Fortum

8

Utilities

Rank Change: -8
Industry: Utilities

Typical complaints about energy provider Fortum include that pricing and bills are convoluted and customer service poor. One respondent hypothesized that Fortum and its peers aren’t concerned with customers at all: “Electric utilities are generally sneaky, and are more focused on competing with each other than to be there for customers.”

124

Danske Bank

43

Banks / Retail

Rank Change: -43
Industry: Banks / Retail

126

Hilton

37

Travel / Hotels

Rank Change: -37
Industry: Travel / Hotels

127

Budget

20

Travel / Car rental

Rank Change: -20
Industry: Travel / Car rental

128

Trygg-Hansa

6

General insurance

Rank Change: -6
Industry: General insurance

129

British Airways

39

Travel / Air

Rank Change: -39
Industry: Travel / Air

Also view in:

Global United Kingdom

130

MTG.com

35

Media (newspapers, TV, online, mobile)

Rank Change: -35
Industry: Media (newspapers, TV, online, mobile)

131

Strömma

33

Travel / Air

Rank Change: -33
Industry: Travel / Air

132

Avis

24

Travel / Car rental

Rank Change: -24
Industry: Travel / Car rental

The rental car company’s unclear agreements and lack of advertising contribute to its image as a complicated brand. Avis’ Budget brand is currently expanding globally, but unless it can also simplify, increasing its offerings may have no effect on its perception.

134

 

Mercure

 

Travel / Hotels

Rank Change: N/A
Industry: Travel / Hotels

Also view in:

Germany Global

135

Ryanair

7

Travel / Air

Rank Change: -7
Industry: Travel / Air

Also view in:

Germany Global United Kingdom

Industry Rankings

Industry Simplicity Score Simplicity Premium
950 N/A
Industry Simplicity Score Simplicity Premium
913 4.1%
Industry Simplicity Score Simplicity Premium
837 1.7%
Industry Simplicity Score Simplicity Premium
747 3.5%
Industry Simplicity Score Simplicity Premium
729 1.7%
Industry Simplicity Score Simplicity Premium
691 2.9%
Industry Simplicity Score Simplicity Premium
651 2.4%
Industry Simplicity Score Simplicity Premium
619 3%
Industry Simplicity Score Simplicity Premium
616 2.7%
Industry Simplicity Score Simplicity Premium
615 5.1%
Industry Simplicity Score Simplicity Premium
607 1.9%
Industry Simplicity Score Simplicity Premium
606 1.3%
Industry Simplicity Score Simplicity Premium
580 2.9%
Industry Simplicity Score Simplicity Premium
560 2.5%
Industry Simplicity Score Simplicity Premium
528 2.4%

16

Industry Simplicity Score Simplicity Premium
522 3.6%
Industry Simplicity Score Simplicity Premium
520 1.8%
Industry Simplicity Score Simplicity Premium
478 N/A
Industry Simplicity Score Simplicity Premium
463 N/A
Industry Simplicity Score Simplicity Premium
452 1.6%
Industry Simplicity Score Simplicity Premium
449 3.9%
Industry Simplicity Score Simplicity Premium
400 2.8%
Industry Simplicity Score Simplicity Premium
376 2.6%
Industry Simplicity Score Simplicity Premium
321 2.3%
Industry Simplicity Score Simplicity Premium
240 N/A

Money To Be Made

All brands can benefit from simplifying, but not all may benefit equally. To understand which brands in Sweden can reap the greatest financial reward, and what they need to do to command more for their services, download the full report.