Trends Report

Must-Haves For Manufacturer Web Sites

A Joint Study With Channel Intelligence Highlights A Critical Stop On The Customer Purchase Path

July 26th, 2007
Sucharita Kodali, VP, Principal Analyst
Sucharita Kodali VP, Principal Analyst
With contributors:
Carrie Johnson , Peter Hult , Brian Tesch

Summary

Consumer-facing manufacturer Web sites play a significant role in online and offline transactions, and they influence or directly drive billions of dollars in sales. Forrester conducted a joint survey with Channel Intelligence to find out about consumer usage and purchase behavior on manufacturer Web sites. We found that vocal and active customers hold manufacturer Web sites in high regard by frequently using them as primary sources of information about products and distribution partners. While some manufacturers cater primarily to consumers and engage them with relevant and robust content, most sites overlook the Web channel as a vehicle to provide crucial information, to empower and serve customers, and to build and cultivate brand loyalty.

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