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Direct-to-consumer e-commerce in appliances By Dave Fedewa, Nicolas Jabs, Ramji Sundararajan, Kevin Wei Wang, and Stephan Zimmermann
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Recent analysis reveals that while 32 percent of customers visit manufacturers’ websites during their purchase journey, only 1.6 percent make an e-commerce purchase from them. As a result, it is no surprise that 80 percent of companies in the appliance…