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Website Functionality Benchmark: European Consumer Electronics Retailers

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

September 12, 2011

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

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.

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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

  • In A Commodity Market, Multichannel Differentiation Is Critical
  • Supplemental Material
  • Related Research Documents

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