In the past year, Amazon’s push into the Consumer Electronics market and Best Buy’s continued resurgence have made it imperative for brands to have an effective digital strategy, one that drives consumers to both online retailers and in-store locations. Here are a few key trends observed in L2’s Digital IQ Index: Consumer Electronics:

Amazonian warfare: Amazon’s own line of Consumer Electronics products (including the Echo and Kindle) is disproportionately represented on the platform’s bestseller lists. Amazon products account for 14% of all branded items analyzed in L2’s study. Similarly, Amazon products consistently rank higher on such lists than other brands, averaging a top-five spot, while the average brand rests in the eleventh position.

Getting the hiccups: 69% of brands in L2’s study link to third-party sellers from their brand sites, and 68% connect potential customers to retailer brick-and-mortar locations. However, 18% inject an unnecessary hiccup into the consumer journey by linking to retailer home pages rather than the specific product.

Handoff

Failing to engage: In lieu of direct sales (13% of Index brands have removed e-commerce functionality from their brand sites in the past three years), Consumer Electronics brand sites excel at providing consumers with a wealth of information. Virtually all tracked brands provide technical specs on product pages, 53% include user reviews, and 52% offer warranty information. However, 77% of brands fail to include user-generated content on their sites, missing this opportunity to increase engagement with consumers.

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