Trends Report

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 12th, 2011
Martin Gill, VP, Research Director
Martin Gill VP, Research Director
With contributors:
Patti Freeman Evans , Sabine Poltermann , Amelia Martland , Myriam Da Costa

Summary

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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