In the increasingly competitive channel market, these organisations are not only failing to provide existing customers with a positive user experience but are also failing to support their own sales efforts—and potentially missing out on new business as a result.

The 2018 research does, however, show that resellers are improving; the 2017 report revealed that 70% of the top resellers failed to implement digital best practice.

The report’s key findings

Key findings of the 2018 report include:

• 56% of VARs missing at least one basic best practice
• Only 63% have secure (https) sites
• 44% did not have good conversion features on their sites
• 84% of VARs offering a newsletter subscription did not use double opt-in

The research analysed the top 100 UK resellers, as listed in CRN’s annual report, focussing on their “digital footprints” or online presence. The methodology reflects a prospective customer’s experience of each organisation using 14 key digital signals including search user experience, onsite user experience, and digital marketing technology adoption.

Commenting on the report, which saw third-largest UK channel firm Daisy Group ranked as one of the digital superstars, Melissa Roberts, Daisy’s Marketing Manager, said: “Daisy has embraced digital marketing as a means not only to connect with our existing customers online but also as an integral part of our sales strategy. We firmly believe that the importance of digital marketing will continue to grow in the channel and are committed to providing a best practice experience for customers and prospects.”

According to Jennifer Esty, Director of Sharp Ahead and former Digital Marketing Manager for Microsoft UK, “resellers have been slow to adopt digital marketing best practice but now risk allowing more savvy competitors to reach their customers and prospects first. There are some immediate best practice organisations can follow, as well as longer term more strategic approaches they should consider.”

Read the full VARs Digital Maturity Index report from Sharp Ahead.