Consumer electronics are a significant and growing category of online commerce. Leading specialty retailers Best Buy and Circuit City have made significant investments in their online storefronts and it shows, both in their sales and customer experience ratings. Hybrid retailers like Best Buy and Circuit City offer consumers the advantage of buying online and picking up the purchases in the store, as well as returning items to the store. But the pure-play online retailers such as Amazon and Dell still exert leadership, with greater depth of online experience and all of their energies dedicated to the online channel.
There’s a big difference between a consumer shopping for a new coat or a book and one shopping for a flat panel TV or the latest computer. The consumer who is shopping for often-expensive electronic equipment tends to be more technologically savvy and sophisticated than the average online shopper. As a result, their expectations of a Web site are higher in terms of both performance and overall experience. So what makes a retail electronics site a top performer? It would seem that consumers are looking for the same thing in an electronics site as they are in a mate: Looks and money.
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