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A comparative study by the University of St.Gallen shows a high brand presence in social media and a broad range of mobile services for household appliances. However, there is still some catching up to do in the design and integration of the digital offerings, according to Prof. Marcus Schögelal, initiator of the study: “A Facebook page and apps with recipe collections are nice, but not really decisive for buying. White goods are more likely to generate real added value for prospective buyers and additional sales through clever networking with specialist retailers”. However, cross-channel integration is still low among the 20 brands examined. For the comparative study, the Institute for Marketing analyzed the digital activities of the world’s top-selling brands and two Swiss brands (full report).

An overview of the key findings of the “Digital Marketing & Sales Channel Monitor” on the 20 household appliance brands analyzed:

  • Almost all of them are active on Facebook (95%), Twitter (100%), Instagram/Pinterest (95%) and YouTube (100%). Their profiles have usually linked the brands directly on the home page of their website.
  • 65% of the brands have optimized their website for mobile devices. Apps are similarly widespread (70%), with the spectrum ranging from cooking tips to remote control of household appliances.
  • By no means all brands support interested parties in their purchase decision with wish lists (45%) or the possibility of product comparisons (75%).
  • For none of the brands examined can household appliances be ordered directly online. After all, 45% offer their own online store for spare parts or special cleaning products.
  • The integration of online and offline channels is usually limited to the store finder (60%). Prospective buyers can only occasionally check product availability at local retailers (25%) or order products online or for later collection from local partners (10%).

Digital Marketing and Sales Channel Monitor

The comparative study on white goods is the third edition of the “Digital Marketing & Sales Channel Monitor” of the University of St.Gallen, according to studies on the Swiss retail trade and luxury brands. The Institute of Marketing has also been conducting intensive research and teaching on the use and integration of digital marketing and sales channels for many years. With regular publications, study trips, practical projects and continuing education programs, the researchers not only want to scientifically document the digital transformation process in companies, but also actively support it.

Porträt Prof. Dr. Marcus Schögel
Prof. Dr. Marcus Schögel
Associate Professor