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eScore Category in focus: Major Domestic Appliances (MDA) UK

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Which Major Domestic Appliances (MDA) brands are winning in e-commerce and how can the other brands up their game?


eStoreMedia’s latest eScore Category in Focus report reveals opportunities for 20 of the UK's leading MDA brands to optimize their presence on the Digital Shelf. The three key performance indicators for every brand in e-commerce are: availability, findability, and ratings & reviews. Our eScore™ report collates these factors to reveal why some brands are taking a lead, and the opportunities each brand could embrace to further improve sales and share.

  • The top-scoring brands (Hotpoint, Indesit, Bosch) had strength in numbers as their strong brand presence across all retailers helped boost their eScore

  • Findability in Organic Search on e-commerce sites is the biggest challenge for all MDA brands – only Hotpoint had a brand share in the top 10 search results of over 10%. A reminder that…

  • Category Keywords are critical. Brands like LG, Hisense, and Haier are getting it right (over 95% keyword coverage in product titles across all retailers) however brands like Breville (63%) and Siemens (70%) have plenty of room to improve their eScore rank by using category keywords more effectively, particularly on Amazon

  • The brands with the lowest eScore actually had some of the most positive customer reviews. These brands could harness brand affection by improving other factors like brand presence, stock availability, and category keywords

For details on all of the brands we looked at and how they can improve their digital shelf performance, download the full UK report: