Each month, we conduct a detailed analysis of a particular retail industry, leveraging our ASK BOSCO® Index to evaluate the performance of various retailers in both organic and paid search. In June, our focus was on examining the digital retail landscape for appliances.
How did online appliance retailers perform in June 2023?
The UK appliance retail sector has faced several challenges in recent years, including the rise of online shopping, the increasing popularity of white goods rental services, and the economic downturn. As a result, revenue in this sector has fallen at an annual rate of 2.6% over the past five years and the average profit margin has slumped to 1.4%. However, the market is expected to grow by 3.62% (CAGR 2023-2028) due to factors such as the increasing demand for energy-efficient appliances, the growing popularity of smart appliances, and the rising affluence of consumers.
The market is also becoming increasingly fragmented, with a growing number of online-only retailers. Retailers are facing increasing pressure from consumers to offer more sustainable products and the government is considering introducing new regulations that could impact the way appliances are repaired and disposed of. It will be interesting to see how the UK appliance retail sector adapts to these challenges and opportunities in the years to come.
What is the ASK BOSCO® Index?
Ever wondered how your brand stacks up against the competition in the online world? The ASK BOSCO® Index is the ultimate tool for measuring your digital presence and evaluating the effectiveness of your investments in organic and paid media channels.
Unlike other metrics that solely focus on your marketing budget, the ASK BOSCO® takes into account your potential in both paid and organic search. By analysing data from trusted third-party sources, it provides an accurate snapshot of how well you’re doing online based on your past digital interactions.
Now, you might be wondering, what’s considered a good ASK BOSCO® Index score? Well, it ranges from 0 to 1000, with the average score for brands and retailers being around 575. The higher your score, the better your online performance as a retailer. Think of it as the credit score of digital marketing.
Here’s how we scored the brands
Using our unique ASK BOSCO® Index, we ranked the online performance of ten leading appliance retailers for the month of June.
At the top of the table is Currys, who are a major player in the appliance sector. In the last month, Currys have introduced the customer focused “No Questions Unanswered” campaign, a series of ads that demonstrate colleagues’ expert knowledge and the lengths they will go to when there’s a tech question to answer.
Currys are using AI-driven sequenced campaigns to target people who were searching for specific products or information on YouTube. The campaign was successful in generating over 40 million views and driving over 200,000 people to the Currys website.
What sets Currys apart from online-only competitors is their ability to answer queries across a range of touchpoints. From their ‘Shop Live’ video call feature on their website to their tech experts at over 300 U.K. stores, their mission is to ensure no customer question goes unanswered.
Currys are closely followed by Gtech, who have gone from strength to strength over the last few years. Gtech strive towards excellent customer service, both on and offline, showcasing their 4.7 Trustpilot review score.
Following the customer demand for a positive and stress-free online shopping experience, Gtech ensure their customers can shop with confidence, offering free next day delivery, 30-day guarantee and a 2 year warranty on all products.
Gtech have also increased their activity on fast-growing social media site, TikTok. Using trending sounds and videos, Gtech’s TikTok account now boasts over 1 million likes and over 10k followers.
