波士頓咨詢很漂亮的pptPROGRESSIVEREDUCTIONINACQUISITIONCOSTCONTINUED

Thirty-ThreePercentDeclineSoFarThisYearCustomerAcquisitionCost($)2000Average($29)Source: TheStateofOnlineRetailingThirdQuarter1999Update,3.0,FirstQuarter2000Update,SecondQuarter2000Update,ThirdQuarter2000Update,4.0,FirstQuarter2001Update,SecondQuarter2001Update,andThirdQuarter2001Update,SsurveysconductedbyTheBostonConsultingGroupMarketing33%USEOFOFFLINEMEDIADOWNMORETHAN

HALFVERSUS2000AVERAGEShareofMarketingSpend(%)51413645394959645561Offlinemedia2000OfflineAverage(46%)1999OfflineAverage(62%)OnlineMediaSource: TheStateofOnlineRetailingFirstQuarter2000Update,SecondQuarter2000Update,ThirdQuarter2000Update,4.0,FirstQuarter2001Update,SecondQuarter2001Update,andThirdQuarter2001Update,SsurveysconductedbyTheBostonConsultingGroupMarketing29712278CATALOGSREMAINTHEONLYSIGNIFICANTOFFLINEMEDIUMMarketing(1)Includesnewspaperinserts(2)IncludesdirectmailSource: TheStateofOnlineRetailing4.0,FirstQuarter2001Update,SecondQuarter2001Update,andThirdQuarter2001Update,SsurveysconductedbyTheBostonConsultingGroupOnlinePortalE-mailBannerAffiliateprogramTotalOfflinePrintCatalogDirectmailNewspaperinsertsTVOtherofflineTotal2000FullYear27%13%9%6%54%22%8%7%9%46%Q123%19%13%6%61%10%8%7%3%2%9%39%PerformanceBenchmarks(1)

(2)

Q223%21%13%14%71%5%13%1%2%<1%8%29%2001Q328%19%22%9%78%2%12%2%1%<1%5%22%IncreaseinportalsandbannersreflectiveofincreasedonlinemediaspendingExpensive,lessefficientmarketingprogramssuchasTV,Print,NewspaperinsertshaveallbeendramaticallyreducedHOLIDAYMARKETINGEFFORTSAIMEDATCLOSINGTHESALEHolidayPreparationsWhichofthefollowingmarketing/promotionalactionshaveyoutakenorarecommittedtotakeinspecificpreparationfortheupcomingholidayseason(Thanksgiving-Christmas)?(1)

CommentaryRetailersarelookingforeasywaystoclosethesale45%intendtoofferfreeshippingwithconditions,upfrom28%ayearearlierNearlytwo-thirdsareofferinggiftcertificatesonlineAlthoughtheresultssuggestadecreaseduseofonlinemedia,overallusehasincreasedthroughouttheyearsotheneedtospecificallyuseonlinemediafortheholidayshasdecreasedIntendtosellgiftcertificates(regularorelectronic)Increasede-mailadvertisingspendingIntendtoofferfreeshipping,withconditionsSignednew/revisedportaldealstosecureprominentplacementIntendtoofferfreegiftwithpurchaseIncreasedofflinemediaspending(excludingTV)Signednewpartnershipdealswithcontentsites(attractmoretargetedshoppers)Intendtoofferfreeshipping,withnoconditionsIncreasedTVadvertisingOtherNospecificactionstaken/plannedQ3200165%

56%45%

31%

27%26%

26%

13%

10%13%8%Q3200054%

62%28%

39%

29%33%

36%

12%

4%9%11%(1) Multipleresponsesallowedunlessindicatedthatnospecificactionstaken/plannedSource: TheStateofOnlineRetailingThirdQuarter2000UpdateandThirdQuarter2001Update,SsurveysconductedbyTheBostonConsultingGroupCHANNELINTEGRATIONEXPECTEDTOBESTRONGERTHISHOLIDAYSEASONHolidayPreparationsForcompanieswithstoresand/orcatalogs,whichofthefollowingwereorwillbeinplaceinanefforttobetterintegrateyourchannels?(1)

CommentaryRetailersareembracingwaystomigrateordersonline51%ofretailersnowenablequickcatalogordersonsite,anincreasefrom32%ayearagoIn-storekiosksareusedby29%ofretailers,almostdoublethatof2000FurtherintegrationofgiftcertificatepurchasesnecessaryOnly32%ofretailersenableonlineredemptionofoffline-purchasedcertificates,whereas63%enableofflineredemptionofonline-purchasedcertificatesOnlinestoreincreasinglybeingviewedasvehicletodisposeofexcess/obsoleteinventory44%ofretailersliquidateonlineandofflineinventoryonlineTomitigateconsumerconcernsoverfulfillment,moreretailersshouldconsiderin-storepick-upMoreretailersarecurrentlyofferingin-storeinventoryonline,whichisanaturalfirststepIn-storeorin-catalogmarketingofonlinechannelGiftcertificatespurchasedonlineandredeemableofflineIn-storereturnofonlineordersQuickcatalogordersonsiteOnlinestoreusedtoliquidateonlineandofflineinventoryGiftcertificatespurchasedofflineandredeemableonlineIn-storeInternetkiosksReal-timein-storeinventoryavailableonlineIn-storepick-upofonlineordersHolidaySeason200176%

63%

61%51%44%

32%

29%27%

17%HolidaySeason200068%

49%

51%32%27%

22%

15%24%

15%(1) MultipleresponsesallowedSource: TheStateofOnlineRetailingThirdQuarter2001Update,SsurveysconductedbyTheBostonConsultingGroupMARKETINGMETRICSMetricAcquisitioncostpernewcustomerRetentioncostperrepeatbuyerMarketingspendonlineMarketingspendofflineMarketingspendoncustomeracquisitionMarketingspendoncustomerretentionMarketingspendonbrandawarenessDefinitionMarketingspenddedicatedtocustomeracquisition(includingacquisitionportionofbrandbuilding)dividedbythetotalnumberofnewcustomersacquiredMarketingspenddedicatedtocustomerretention(includingretentionpo