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 an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (, and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile:

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