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1、THESTATEOFONLINERETAILING THIRDQUARTER2001UPDATEDecember10,2001BACKGROUNDThisdocumentprovidesthefindingsfromtheThirdQuarter2001Updateof“TheStateofOnlineRetailing”,aShop.orgsurveyconductedbyTheBostonConsultingGroupThethirdquarterfindingsarebasedondataprovidedby63onlineretailers
2、whocompletedthesurvey,supplementedwithretailerinterviewsconductedbetweenNovember27andDecember4Datacollectedwereforthecalculationofourcoremetrics,whichrepresentasubsetoftheperformancebenchmarkspublishedinourmostrecentannualreport,TheStateofOnlineRetailing4.0PROGRESSIVEREDUCTION
3、INACQUISITIONCOSTCONTINUEDThirty-ThreePercentDeclineSoFarThisYearCustomerAcquisitionCost($)2000Average($29)Source:TheStateofOnlineRetailingThirdQuarter1999Update,3.0,FirstQuarter2000Update,SecondQuarter2000Update,ThirdQuarter2000Update,4.0,FirstQuarter2001Update,SecondQuarter2
4、001Update,andThirdQuarter2001Update,Shop.orgsurveysconductedbyTheBostonConsultingGroupMarketing33%USEOFOFFLINEMEDIADOWNMORETHAN HALFVERSUS2000AVERAGEShareofMarketingSpend(%)51413645394959645561Offlinemedia2000OfflineAverage(46%)1999OfflineAverage(62%)OnlineMediaSource:TheState
5、ofOnlineRetailingFirstQuarter2000Update,SecondQuarter2000Update,ThirdQuarter2000Update,4.0,FirstQuarter2001Update,SecondQuarter2001Update,andThirdQuarter2001Update,Shop.orgsurveysconductedbyTheBostonConsultingGroupMarketing29712278CATALOGSREMAINTHEONLYSIGNIFICANTOFFLINEMEDIUMM
6、arketing(1)Includesnewspaperinserts(2)IncludesdirectmailSource:TheStateofOnlineRetailing4.0,FirstQuarter2001Update,SecondQuarter2001Update,andThirdQuarter2001Update,Shop.orgsurveysconductedbyTheBostonConsultingGroupOnlinePortalE-mailBannerAffiliateprogramTotalOfflinePrintCatal
7、ogDirectmailNewspaperinsertsTVOtherofflineTotal2000FullYear27%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%Increaseinportalsandbannersreflectiveofincreasedonlinemediaspen
8、dingExpensive,lessefficientmarketingprogramssuchasTV,Print,Ne
