Which New Zealand Home Appliance stores are maximising their market share online?
Find out which online home appliance and whiteware stores are taking the lead in organic search and how they’re doing it.
FIRST has investigated the organic search engine rankings for NZ consumer searches focused on buying home appliances and whiteware, utilising FIRST’s Ranking Based Reach (RBR) analysis framework. In addition, a consumer survey was carried out to discover which home appliance stores are popular with Kiwis wishing to buy products online.
Analysed home appliances online websites:
In this Home Appliances and Whiteware Industry Report we discovered:
- The home appliances and whiteware market is highly competitive, urging players to optimise their RBR to get ahead of their competition.
- The RBR leader, Harvey Norman, is ahead of its closest competitor, Noel Leeming, by only a small interval. Overall, there are only three companies that have an RBR over 15%, which means that there is a lot of room for growth.
- More than half of all home appliance and whiteware websites have a low organic RBR score, below 2%. This represents a big opportunity for natural search optimisation.
- Popular search phrases are missing from most sites and in most cases very little is being done with organic search.
- The mix of physical and virtual shopping will continue which means retailers must optimise the click and collect capability of their online sites and add more value to normal in-store activities through seamless user experience and aggressive promotional efforts online.
- A considered search strategy that integrates both organic and paid search should be a key customer acquisition channel for home appliance stores, driving revenue and growing the store’s share of digital spend.
FIRST uses its bespoke metric called RBR (Ranking Based Reach) to estimate how well each company is ranking in search engines. RBR provides a simple way to compare a website’s search engine rankings with its competitors. RBR is an estimate of the percentage of available search traffic a website will receive for a set of phrases – this gives the sites share of search or reach. It is weighted based on the popularity of each search phrase and the relative click through rate (CTR) of each ranking position.