For buyer's under the age of 35, Toyota's (TM) Scion finished in the No. 1 position for name recognition, according to the second annual e-commerce survey performed by Cisco's Internet Business Solutions Group.
That beat out big-name retailers like Wal-Mart (WMT), Sears (SHLD), Target, Best Buy (BBY) and Circuit City (CC).
The survey found that the reason was the "spectacular success with their target market is the interactive and community-oriented nature of the Scion online experience."
Major reasons for the sites' success are Clear customer focus, Sophisticated customization tools and Social networking and community options.
One thing I like about the customer focus part is how Toyota understood that their demographic also loves music, so they added an online boom box customers could listen to while they checked around the site. It also talks about artists and offers information for concerts. A great addition targeted to their core audience. It's something to think about in the market you serve. What besides the product or services you offer do your customers like or consume? When you get the answer then give them some of it on your Web site or any way you may contact them.
The Cisco IBSG study considered five different categories when looking at company sites: ease of use, personalization, content, interactions and transactions.
Included with those five characteristics were looking at the web site from a customer's viewpoint. First they looked at the basics that all Web sites need to have, and then at the more diverse tools and features that add the type of experience that wows a customer.
The top ten companies in the study:
1. Scion
2. Sears
3. Target
4. Federated
5. Circuit City
6. Best Buy
7. Amazon
8. Cabela's
9. Home Depot
10. Wal-Mart
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