【波士顿咨询很漂亮的】(精品·公开课件).pptVIP

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【波士顿咨询很漂亮的】(精品·公开课件).ppt

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THE STATE OF ONLINE RETAILING THIRD QUARTER 2001 UPDATEDecember 10, 2001 BACKGROUND This document provides the findings from the Third Quarter 2001 Update of “The State of Online Retailing”, a S survey conducted by The Boston Consulting Group The third quarter findings are based on data provided by 63 online retailers who completed the survey, supplemented with retailer interviews conducted between November 27 and December 4 Data collected were for the calculation of our core metrics, which represent a subset of the performance benchmarks published in our most recent annual report, The State of Online Retailing 4.0 PROGRESSIVE REDUCTION IN ACQUISITION COST CONTINUEDThirty-Three Percent Decline So Far This Year USE OF OFFLINE MEDIA DOWN MORE THAN HALF VERSUS 2000 AVERAGE CATALOGS REMAIN THE ONLY SIGNIFICANT OFFLINE MEDIUM HOLIDAY MARKETING EFFORTS AIMED AT CLOSING THE SALE CHANNEL INTEGRATION EXPECTED TO BE STRONGER THIS HOLIDAY SEASON MARKETING METRICS -*- 21606-10-Workshop Document-SShopBCG3QMediaDeck-MG-NDE.PPT Customer Acquisition Cost ($) 2000 Average ($29) Source: The State of Online Retailing Third Quarter 1999 Update, 3.0, First Quarter 2000 Update, Second Quarter 2000 Update, Third Quarter 2000 Update, 4.0, First Quarter 2001 Update, Second Quarter 2001 Update, and Third Quarter 2001 Update, S surveys conducted by The Boston Consulting Group Marketing 33% Share of Marketing Spend (%) 51 41 36 45 39 49 59 64 55 61 Offline media 2000 Offline Average (46%) 1999 Offline Average (62%) Online Media Source: The State of Online Retailing First Quarter 2000 Update, Second Quarter 2000 Update, Third Quarter 2000 Update, 4.0, First Quarter 2001 Update, Second Quarter 2001 Update, and Third Quarter 2001 Update, S surveys conducted by The Boston Consulting Group Marketing 29 71 22 78 Marketing (1) Includes newspaper inserts (2) Includes direct mail Source: The State of Online Retailing 4.0, First Quarter 2001 Update, Second Quarter 2001 Update, and Third Quarter