BrandView rates effectiveness of online sales efforts across common retailers
The online shopping experience can be hampered by numerous factors: products not returning in search results; unclear product names; missing images and information; and a lack of product reviews can all lead to lost sales.
Increasing and improving a brand’s online presence can enhance the online shopper’s experience, reduce lost sales, and, most importantly, ensure shoppers buy one brand rather than another.
The BrandView Score (BVS) provides an industry benchmark to compare online performance versus competitors across multiple retailers.
In this report, BrandView examined the websites of Best Buy, Costco, Sears and Walmart.
The BVS is an overall star rating, out of five, calculated using key performance indicators (KPIs) which critically affect a brand’s online presence.
Those KPIs are Discoverability, Representation and Engagement:
• Can shoppers find the products on the digital shelf?
• Do the products return on the first page of results when searched for by category, or by keyword, such as “French door refrigerator” or “refrigerator”?
• Are the products in stock and available for shoppers to purchase?
• Is the brand name present and correct in product descriptions?
• Is key product information including descriptions, images and videos accurately listed on retailer websites?
• Are shoppers engaging with the brand online?
• How do the product reviews and ratings represent the brand?
In this BrandView Score report, Samsung scored the highest in the category of TV brands, with Vizio taking a distant second. among the top 10 most-listed brands, Overall, the brands reviewed were poorly represented across the retailers, with insufficient product images and videos for many product listings.
All of the brands, except TCL, had shopper reviews in all retailers in which they were listed. However, negative reviews led to lower Engagement scores for some brands.
Samsung’s domination of the television category in the four retailers, combined with a large number of products in this competitive category, meant that many brands had limited visibility. Discoverability scores were generally low.
Samsung scored 5 stars for Discoverability, 3.4 stars more than nearest competitor Vizio.
Samsung had 17 of the first 18 products listed for the search term “TV” or “television” on the Sears website, as well on the retailer’s category shelf.
Despite the brand’s domination in Sears there was still room for optimization. On the Walmart website just one Samsung product returned on the first page of the television category shelf and just three returned for the search terms “TV” and “television”.
Samsung scored 4.4 stars for Engagement, just behind LG which attained 4.5 stars. Samsung products received reviews in all four retailers, but an average review percentage of 81.5 percent on the Costco website brought the overall Engagement score down.
Element televisions were only listed on the Costco and Walmart websites.
Element and TCL both scored an overall BVS of 2.7 stars when rounded, however, Element scored 2.66 stars compared to 2.72 stars for TCL.
Element scored 0.6 stars for Representation ahead of Seiki and RCA with 0 and 0.1 stars respectively.
Element scored 0.9 stars for Discoverability, the third highest of the brands reviewed, equal to RCA. The brand had four listings on the first page of results for both search terms “TV” and “television” on the Walmart website, greater than any other brand.
However, it had just two listings on the television category shelf.
TWICE data partner BrandView is a leading global provider of price, promotion, product composition and online product positioning analytics.
BrandView enables retailers and suppliers to measure and manage their price position, communicate this to shoppers, and increase their digital presence.
They can be reached at [email protected].