While shoppers rank online retail as the simplest industry, Internet retailers basking in record sales on Cyber Monday can achieve even stronger results through less complex return policies and by providing ways to easily identify the highest quality items. Those online shopping brands that offer increased simplicity in their communications and experiences stand to capture more than $1.1 billion in revenues.

These are among the findings from global strategic branding firm Siegel+Gale's second annual Global Brand Simplicity Index™, which surveyed more than 6,000 consumers across seven countries to uncover perceived points of complexity and simplicity in people's lives.

Within the Internet retail industry, Amazon, Zappos and iTunes are among the leaders in providing customers with simple interactions and experiences online. Consumers benefit from easy price comparison, free shipping and a streamlined selection process funneled through customized communications.

Of the top 10 simplest brands in the U.S., the first three are Internet companies: Netflix, Google and Amazon. Netflix was picked as the simplest brand in the survey after it announced price hikes but before the announcement of the formation of Qwikster, which was subsequently reversed. In the wake of these missteps, mass subscriber departures followed.

"Netflix has built its company around a unique brand voice that highlights simplicity and accessibility, but now its customers are confused and disappointed by the company's inability to communicate clearly and honestly," said Howard Belk, Siegel+Gale co-CEO and chief creative officer. "This survey demonstrates that brands that put a premium on simpler and more transparent user experiences and interactions inspire confidence and generate customer loyalty."  

Also among the top-ranked simplest brands are retailers Target, Publix, Whole Foods Market and shipping giant UPS. Rounding out the top 10 are fast food purveyors SUBWAY, McDonald's and Pizza Hut, which were among the leaders in the 2010 survey.