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Report: Must-Haves For Manufacturer Websites
Overview
Consumer-facing manufacturer websites play a significant role in online and offline transactions, and they influence or directly drive billions of dollars in sales. Forrester conducted a joint survey with Channel Intelligence to find out about consumer usage and purchase behavior on manufacturer websites. We found that vocal and active customers hold manufacturer websites in high regard by frequently using them as primary sources of information about products and distribution partners. While some manufacturers cater primarily to consumers and provide an engaging customer experience through relevant and robust content, most sites overlook the web channel as a vehicle to provide crucial information, to empower and serve customers, and to build and cultivate brand loyalty.
For the evaluation of manufacturer websites, Forrester selected the manufacturers of the item that was reflected to be the “top seller” in its respective category on the Amazon.com website on June 15, 2007. Each of the six websites selected were then evaluated according to the criteria outlined in this document.
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