Gartner for Marketers Research

Insight Report September 23, 2019

Consumer Electronics US 2019: Retailer Partnerships vs. Direct-to-Consumer Strategies

Consumer electronics — traditionally considered a research-online, purchase-offline (ROPO) sector — is evolving to capture higher conversion online. In 2018, Electronics & Media was the second largest e-commerce segment globally in terms of revenue. Yet consumer electronics brands have been slow to meet this rising demand with sophisticated sites and well balanced e-tailer platform strategies. The research process, once long and involved, is often streamlined, with more consumers bypassing YouTube reviews and Wirecutter listicles, instead relying solely on e-tailers to identify winners via rankings, reviews and merchandising badges. As such, brands must secure high visibility and top rankings on e-tailer grid pages to win shoppers who initiate research and complete purchase on a single channel in a single session.

This report addresses the following questions:

  • How can direct-to-consumer brands more effectively drive conversion on their sites and maintain a baseline performance on e-tailer sites?
  • How are brands allocating their display impressions on retailer sites and what kind of ancillary benefits accompany this investment?
  • Which retailers invest most heavily in Google Shopping Ads and which brands are retailers frequently featuring?

 

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