Website Functionality Benchmark: European Consumer Electronics Retailers

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.