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For eBusiness & Channel Strategy Professionals

Website Functionality Benchmark: European Consumer Electronics Retailers – A Social Computing Report

Forrester Applies Its Website Functionality Benchmark Methodology To The Sites Of Four Specialist European Consumer Electronics Retailers

September 12, 2011

By Martin Gill with Patti Freeman Evans, Sabine Poltermann, Amelia Martland, Myriam Da Costa

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Why Read This Report

Forrester applied its Website Functionality Benchmark evaluation methodology to four European consumer electronics retailers: Best Buy UK, Currys, Darty, and Redcoon. These specialist retailers achieved mixed results. Best Buy leads the pack, with strong search and customer support functionality and a good level of multichannel integration. In such a tightly contested market all of the retailers we studied did an excellent job of cross-selling higher margin products, though there is room for improvement. In a market that is increasingly demanding differentiation, the opportunity to provide a more rounded service offering by making more of ratings and reviews and rich media such as video should not be overlooked.
Tags: B2C eCommerce, Benchmarks, Brand & Product Web Sites, Customer Experience Management, Customer Relationship Management (CRM), Customer Service & Support, eCommerce, Enterprise Portals & Search, Information Management, Interactive Marketing Strategy and Process, Online Shopping, Packaged Applications, Social Computing, Web 2.0, Web Design & Usability
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TABLE OF CONTENTS

  • Forrester's Website Functionality Benchmark Methodology
  • Specialists Aim To Stand Out Against Multicategory Competition
  • Complex Products Are Not Well Supported By Sophisticated Merchandising
  • The Cross-Channel Customer Is Well Provided For

  • RECOMMENDATIONS

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  • Supplemental Material
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