# Consumer electronics

> Independent ecommerce and commercial advisory for consumer electronics retailers, from the operator who took ecommerce from 9% to 22% of a £1bn PLC, £60m to £240m in three years, and rebuilt its customer experience around a single view of stock.

Source: https://barkingcat.ai/sectors/consumer-electronics/

## Sectors

A category compared on price in seconds, won on trust and service.

## 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](https://barkingcat.ai/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](https://barkingcat.ai/the-cats-whiskers/). It resolves to the one constraint that is binding in this business.

## 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](https://barkingcat.ai/the-cats-whiskers/operational-excellence/) 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.

## The Review is a clear-eyed account of the experience you are actually selling, seen from the only side of the screen that spends money.

[THE BARKING CAT REVIEW](https://barkingcat.ai/review/)

## Contact

steve@barkingcat.ai

Barking Cat Advisory Limited. Registered in England and Wales, company number 17338003.