Stores Top Online For TV and Computer Satisfaction

Welcome to Black Friday, one of the busiest in-store shopping days of the year in the U.S. And Cyber Monday is right around the corner, a holiday that was created to push online sales. Given this intense shopping period, I decided to look at online and in-store satisfaction levels of U.S. consumers who had purchased two major holiday categories, TVs and computers.

I examined data for 1,300+ consumers who had recently purchased TVs and 1,600+ who had purchased computers. The analysis compared satisfaction across multiple steps in the process for online and in-store buyers across just about every element of the new purchase experience.

As you can see from the chart below, consumers are happier with the TVs and computers that they end up purchasing in stores. While the information for making a decision is more satisfying online, just about every other part of the process is better in stores.

The bottom line: Stores still play an important role in consumer electronics

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I am a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (, a non-profit organization dedicated to the success of CX professionals.

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