Customers regularly look to digital channels to research and purchase consumer electronics, but brands struggle with owning the conversation and driving conversion on their own sites.
While leaders like Samsung and Apple set benchmarks for industry peers to aspire to, brands would be wise to look across industries for best practices to adopt. Currently, consumer electronics brands underutilize important assets such as guided selling tools and loyalty programs that can guide customers down the purchase funnel and encourage repeat purchase.
The brands that built out such assets—combined with coherent direct-to-consumer (DTC) or retailer sales strategies—have earned an early mover advantage in an industry that has much to learn about digital channels.
For an insider look on how your brand can establish control and defend its digital share, analysis of how competing brands balance the demands of reinforcing branding vs. driving commerce on their sites, and how to make the most of tools like newsletters and loyalty programs, tune into Gartner’s livewebinar this Wednesday at 11 AM EDT.