Consumer Electronics US 2019

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 Samsung and Apple set benchmarks for industry peers to aspire to, Index brands would be wise to look across industries to adopt best practices. Consumer electronics brands underutilize important assets like 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.