All In the Family
Online shopping for consumer electronics products is gaining in popularity, according to CEA's "The Demographics of Online vs. In-Person CE Shopping" study. While an average of 5 percent of all consumer electronics purchases are made online, certain product categories—including personal computing, digital cameras, wireless home networking devices and portable music players—each sell more than 10 percent of product through online channels.
But at Ken Crane's, a boon for online shopping also accounts for its own staying power, and that has to do with loyalty. Online shoppers may report "better customer loyalty than those who make CE purchases in person, with 52 percent claiming store brand loyalty," says CEA, but by comparison, only 37 percent of brick-and-mortar shoppers were deemed loyal in their CE purchasing behavior. This is something that other regional independents like Crane's is fighting against.
Joe Bates, director of research at CEA, explains, "CE products have become ubiquitous, and play a key role in almost every aspect of our lives. As a result, consumers will naturally gravitate toward a convenient means of purchase that makes them feel as though they have made a fair, well-informed decision in a setting that is easy to reach and work with."