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Sale of technical and cultural goods online: an important sector of the economy
In each country, the e-commerce websites in the high-technology sector are amongst the most well-renowned and most visited sites.
Quality of the customer experience: a tried and tested driver of loyalty…
In recent decades, using a repetitive process based on observation, physical distribution networks have optimised their customer itineraries, the management of their range and the use of promotions in order to maximise sales in their stores per square metre. This topic is still today very much a job in progress, to constantly improve and optimise understanding drivers of the customer experience “on site”.
… alongside a need to rationalise the e-commerce at some stage
On Internet, in less than 10 years, most players have passed through multiple phases: many reshuffle on the technical and graphic side to stay « up to speed with the market»; a growing and wider range of products; maximising web visibility and awareness; audience analysis, …
The genuine knowledge of the way users actually navigate, behave and deal with the site enables proceeding with an action plan to optimise the existing version in a structured and qualified way for the longer term. Thanks to a clear understanding of the strengths and weaknesses, focusing on upgrading measures to improve the most critical points of the user experience* can have a significant impact in terms of sales, considering the level of investment required.
A survey focusing on pure players in the high-tech industry
The study was carried out on the websites of pure e-commerce players from the high-technology sector, on the 3 leading European markets. The aim was to compare the respective performances of players with similar business models.
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UK: 4 of the websites studied are among the 35 most visited shopping websites, all categories included (IMRG Nov. 08)
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France: 4 of the websites studied are among the 13 most visited shopping websites. (Fevad Nov. 08)
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