What reaches an electronics board
A category the customer can price-compare in seconds, and a business that is easy to reduce to a warehouse with a checkout. Marketplace share growing faster than owned share. Content that describes the product and persuades nobody. Stock in the wrong place for the customer who wants it now. Service and content standards set by the best operator in the market rather than the category average: next-day delivery as the floor, product content that answers the question before it is asked, and a returns promise the customer believes. Which of these is binding is not decided in advance. The Cat’s Whiskers determines it, and the Review reports what it found, not what it expected.
How the Review reads it
The Review walks the proposition the way a customer does: the first search, the landing, the product page, the basket, the checkout, the parcel, the return. It is measured against traffic, conversion, order value, margin and repeat, and checked against all seven foundations of the Cat’s Whiskers. It resolves to the one constraint that is actually binding in this business, which is rarely the one the room arrived with.
The record behind it
MENA’s largest electronics retailer, a £1bn PLC where ecommerce sat at 9% of revenue and was treated accordingly. The board persuaded to fund brand and editorial content over promotional noise; a content function built from zero to make the business the most trusted voice in its category; CRM rebuilt on language, category affinity and lifecycle; performance media at pace, including app acquisition validated by controlled lift studies at 21x ROAS. Alongside it, a customer experience programme: a single view of inventory that opened stock to customers across the country regardless of where it sat, and store collection cut from four hours to one. Digital contribution grew from 9% to 22% within two years at 170% annual growth, £60m to £240m in three years, and customers who had never trusted buying electronics online made it their first choice.
Who this is for