Consumer electronics brands have continued to strengthen their direct-to-consumer (DTC) operations and brand presence. By now, 27% of US online adults prefer to buy their consumer electronics directly from the brand or manufacturer’s website.

Using Forrester’s Digital Go-To-Market Review methodology, we reviewed 28 consumer electronics brands across a range of criteria essential to their long-term digital success and the strength of their DTC operations. This review evaluates the digital touchpoints that consumers use and assesses how different brands stack up vis-à-vis their online presence.

From our review, we found that three companies are best in class alongside four others in the study:

  • Samsung offers a one-stop shop on its product pages. Two-thirds of US online adults think it’s important to be able to scroll over a product for more information without leaving the page. Samsung provided customers within the product image pop-up all the information necessary to make an informed purchase, including elements usually populated in the checkout cart such as financing options, pickup availability, and final pricing after discounts. The product detail page shows traditional product specs and technical information, as well as trade-in purchase options for eligible items, delivery time frames and payment options, and any add-ons available. Samsung also showcased innovation in its products: For example, some of its electronics such as TVs have an “AI Energy Mode” to consume less energy.
  • Apple’s localization features allow ownership of the whole buying journey. Apple’s differentiating store-finder function helps customers find the type of store they need, whether for services or products for purchase. The Apple site also features programming and events that it hosts (e.g., in its stores) to engage, educate, and deepen the brand relationship with shoppers after they buy. Apple also stood out compared with other brands we reviewed with its strong social media and search-engine results presence.
  • Bose offers interactive content beyond visual features. Bose uniquely lets shoppers sample different audio types for the company’s various speaker products. For an experience that shoppers in the past could only have in the physical store, Bose customers now can compare audio products and sound specs digitally. The company also boasts interactive product pages with artificial reality capabilities to immerse the shopper in the product’s look, feel, and sound. To generate consumer excitement, Bose also promotes collaborations with celebrity partners and other brands across the site.
Brands reviewed in Forrester’s Digital Go-To-Market Review: Consumer Electronics Brands, 2024

 

If you’d like to learn more, please see our latest report, Digital Go-To-Market Review: Consumer Electronics Brands, 2024. Also see our earlier Digital Go-To-Market Review reports covering luxury brands, apparel and footwear brands, CPG brands, and beauty brands. Questions? Let’s connect. Schedule an inquiry or guidance session with us!