Author: Liz Lee

eCommerce has challenged brand managers in almost every category, and power tools are no exception. Brands now market in both offline and online channels to an ever-widening range of consumers – from the “truly handy” to the “YouTube handy.” In e-commerce, this means providing online retailers with accurate, detailed content for the former, while offering pretty pictures and safety warnings for the latter. So which power tool brands are best managing their products online and how much impact does the content actually have? To answer this question, we analyzed the most popular power tool brands sold through Walmart.com and focused on a...