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In the new TV study, Coolblue.nl takes a comfortable lead over the competition, with a Digital Sales Score of 41 points. MediaMarkt.nl and Bol.com manage to score 34 and 29 points respectively. In this june study, 200 Dutch consumers went online on their desktop computers to search for a 55-inch or larger TV.

>> Get free high level results in the Market Insights Update Television June 2019

Coolblue.nl also presents the best website experience in terms of Customer Experience, with a total of 74 points – 4 more than Bol.com (70) and 5 more than Expert.nl (69).

  • Digital Sales Score
    Study: TV
    Measurement date: June 2019
    Country: Netherlands
  • Total
  • 1 Coolblue.nl 41
  • 2 MediaMarkt.nl 34
  • 3 Bol.com 29
  • 4 Samsung.com 12
  • 5 PlatteTVdiscounter.nl 9
  • 6 BCC.nl 9
  • 7 Expert.nl 8
  • 8 Kieskeurig.nl 8
  • 9 PlatteTV.nl 5
  • 10 Beslist.nl 5
  • 11 Wehkamp.nl 5
  • 12 OTTO.nl 3
  • 13 LG.com 0
  • View full list
  • Highest total score
  • Highest score on device

Market Insights Update

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Coolblue.nl found most often

Coolblue.nl is found more often than other providers: 79% of all consumers looking to buy a new TV visit the Coolblue website. Aside from this, Coolblue.nl also manages to turn this excellent customer experience into the highest conversion score: 39% of consumers who visit the website, prefer Coolblue.nl in the end.

MediaMarkt is right at Coolblue’s heels in Findability (76%), but isn’t yet as efficient in welcoming its visitors. After visiting the MediaMarkt.nl website, 23% say they prefer this website.

Bol.com is also behind Coolblue.nl in Findability. It’s found by 63% of orienting consumers. Bol.com’s Conversion score (30%) is nearly the same as that of MediaMarkt.nl (31%), but due to a lower Findability, it ends up in third place.

Coolblue.nl, MediaMarkt.nl, and Bol.com dominate most of the market

In total, 74% of all consumers looking for a new TV prefer either Coolblue.nl, MediaMarkt.nl, or Bol.com. That means these big three, which all part of the Twinkle Top-10 online retailers, grab the biggest share of the market. The rest of the Preference percentages is shared among retailers and manufacturers alike – such as Samsung.com, PlatteTVdiscounter.nl, BCC.nl, and Expert.nl. Wehkamp.nl can also be found in this group.

Of these less dominant parties, Samsung.com and PlatteTVdiscounter.nl are best at convincing consumers of their offer. Despite only being found by 17% and 10% of consumers respectively, they still get adequate Conversion scores at 27% (Samsung.com) and 26% (PlatteTVdiscounter.nl).

Digital CX-Score

The Digital CX-Score is a representation of the total experience on a website, and is based on questions on the themes Look & Feel, Offer, and Brand. Think of, for example, the clear and quick presentation of the offer on a website, and the trust people have in the company behind the website. The score consists of a weighted average of these parts, in which parts that have more impact on the final preference contribute a relatively higher weight to the average. For instance, our analyses show that the elements of Offer and Brand are more important in customers’ final preference than Look & Feel.

  • Digital CX-Score | Desktop
    Study TV
    Measurement date: June 2019
    Country: Netherlands
  • Score
  • 1 Coolblue.nl 74
  • 2 Bol.com 70
  • 3 Expert.nl 69
  • 4 MediaMarkt.nl 68
  • 5 BCC.nl 63

Coolblue.nl also leads Digital Customer Experience Ranking

The top-3 in the Digital Customer Experience Ranking consists of Coolblue.nl at 74 points, Bol.com (Digital Sales Score: 70 points), and Expert.nl (69).

Coolblue.nl owes its victory, aside from the Look & Feel of the website, to the product offer and the strongest brand presentation. Coolblue.nl provides consumers with all the information they need, and thanks to clear, elaborate filters, it’s excellent at guiding consumers to their desired TV.

Samsung preferred most when looking for a television

Most consumers added a Samsung tv to their cart (55%). LG was preferred by 20% and Philips was favorite among 16% of respondents. In additional questions, most consumers stated they orientated online, via desktop (61%) or smartphone (26%) but would rather buy their tv in a store (43%) or buy via desktop (42%).

Some Research Insights

  • Coolblue.nl takes a comfortable lead over the competition, with a Digital Sales Score of 41 points.

  • MediaMarkt.nl and Bol.com manage to score 34 and 29 points respectively.

  • Coolblue.nl also presents the best website experience in terms of Customer Experience, with a total of 74 points – 4 more than Bol.com (70) and 5 more than Expert.nl (69).

  • Coolblue.nl is found more often than other providers: 79% of all consumers looking to buy a new TV visit the Coolblue website.

  • In total, 74% of all consumers looking for a new TV prefer either Coolblue.nl, MediaMarkt.nl, or Bol.com. That means these big three, which all part of the Twinkle Top-10 online retailers, grab the biggest share of the market.

Goal and relevance of this research

The goal of this study was to exactly map the digital experience of potential customers who are orienting themselves on buying a television. It’s important to capture consumers’ choices and their reasons for choosing a specific brand/website. WUA has worked on a validated model for the past 10 years. Our model shows as precisely as possible what customers want, what the best practices are, as well as which possible issues each provider faces. A custom-made report is available within two weeks, including an action workshop on location and an accompanying presentation.