Our newest replace to our Digital Go-To-Market Overview collection for manufacturers seems to be on the client electronics sector. Electronics retailer gross sales peaked in 2007, and since then, an ever-growing proportion of client electronics gross sales has moved on-line.* In 2020, 64% of US on-line adults mentioned that they made a client electronics buy on-line on a pc, smartphone, or pill.**
Nonetheless, promoting client electronics on-line can have its perils. For instance, on-line marketplaces can promise entry to huge swaths of recent clients — however doubtlessly additionally arm’s-length relationships with these clients. Different issues embody much less management round placement, plus potential proximity to gray-market sellers for model items.
So what’s a model producer to do? Take management.
To assist them do this, Forrester’s Digital Go-To-Market Overview collection evaluates a set of manufacturers in a particular class to see how properly they’re positioned to thrive independently. On this evaluate, we evaluated 23 client electronics manufacturers on 5 components, protecting 20 subelements. Particularly, for every model, we reviewed its:
- Direct-to-consumer energy.
- Model visibility on-line.
- Distribution and e-control.
- Natural client enthusiasm.
- Product innovation.
From this evaluate, we rated seven manufacturers as best-in-class: Apple, Bose, Canon, HP, iRobot, Logitech, and Microsoft. To study extra about what makes these manufacturers stand aside and greatest practices for this sector general, please see the newly revealed abstract report, “Digital Go-To-Market Review: Consumer Electronics Brands, 2021.”
To study extra about our model producer analysis and the Digital Go-To-Market Overview — and what your organization ought to do based mostly on these findings — please e-mail Madeline Cyr (email@example.com), me (firstname.lastname@example.org), or your Forrester account supervisor.
* U.S. Census Bureau’s Monthly Retail Trade Report
** Forrester Analytics Client Technographics® Retail Client Purchaser Journey Survey, 2020 (base: 5,322 on-line adults who’ve bought client electronics up to now six months)