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20XX年12月波士顿咨询在线零售业咨询报告[英文版].ppt

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20XX年12月波士顿咨询在线零售业咨询报告[英文版].ppt

THESTATEOFONLINERETAILINGTHIRDQUARTER2001UPDATEDecember10,20XX12160610WorkshopDocumentSShopBCG3QMediaDeckMGNDE.PPTBACKGROUNDThisdocumentprovidesthefindingsfromtheThirdQuarter2001UpdateofTheStateofOnlineRetailing,aShop.orgsurveyconductedbyTheBostonConsultingGroupThethirdquarterfindingsarebasedondataprovidedby63onlineretailerswhocompletedthesurvey,supplementedwithretailerinterviewsconductedbetweenNovember27andDecember4Datacollectedwereforthecalculationofourcoremetrics,whichrepresentasubsetoftheperformancebenchmarkspublishedinourmostrecentannualreport,TheStateofOnlineRetailing4.022160610WorkshopDocumentSShopBCG3QMediaDeckMGNDE.PPTPROGRESSIVEREDUCTIONINACQUISITIONCOSTCONTINUEDThirtyThreePercentDeclineSoFarThisYear38293571454020231814120102030405060708019992000Q31999Q41999Q12000Q22000Q32000Q42000Q12001Q22001Q32001CustomerAcquisitionCost2000Average29SourceTheStateofOnlineRetailingThirdQuarter1999Update,3.0,FirstQuarter2000Update,SecondQuarter2000Update,ThirdQuarter2000Update,4.0,FirstQuarter2001Update,SecondQuarter2001Update,andThirdQuarter2001Update,Shop.orgsurveysconductedbyTheBostonConsultingGroupMarketing3332160610WorkshopDocumentSShopBCG3QMediaDeckMGNDE.PPTUSEOFOFFLINEMEDIADOWNMORETHANHALFVERSUS2000AVERAGE0102030405060708090100Q12000Q22000Q32000Q42000Q12001Q22001Q32001ShareofMarketingSpend51413645394959645561Offlinemedia2000OfflineAverage461999OfflineAverage62OnlineMediaSourceTheStateofOnlineRetailingFirstQuarter2000Update,SecondQuarter2000Update,ThirdQuarter2000Update,4.0,FirstQuarter2001Update,SecondQuarter2001Update,andThirdQuarter2001Update,Shop.orgsurveysconductedbyTheBostonConsultingGroupMarketing2971227842160610WorkshopDocumentSShopBCG3QMediaDeckMGNDE.PPTCATALOGSREMAINTHEONLYSIGNIFICANTOFFLINEMEDIUMMarketing1Includesnewspaperinserts2IncludesdirectmailSourceTheStateofOnlineRetailing4.0,FirstQuarter2001Update,SecondQuarter2001Update,andThirdQuarter2001Update,Shop.orgsurveysconductedbyTheBostonConsultingGroupOnlinePortalEmailBannerAffiliateprogramTotalOfflinePrintCatalogDirectmailNewspaperinsertsTVOtherofflineTotal2000FullYear271396542287946Q1231913661108732939PerformanceBenchmarks12Q223211314715131218292001Q3281922978212211522IncreaseinportalsandbannersreflectiveofincreasedonlinemediaspendingExpensive,lessefficientmarketingprogramssuchasTV,Print,Newspaperinsertshaveallbeendramaticallyreduced52160610WorkshopDocumentSShopBCG3QMediaDeckMGNDE.PPTHOLIDAYMARKETINGEFFORTSAIMEDATCLOSINGTHESALEHolidayPreparationsWhichofthefollowingmarketing/promotionalactionshaveyoutakenorarecommittedtotakeinspecificpreparationfortheupcomingholidayseasonThanksgivingChristmas1CommentaryRetailersarelookingforeasywaystoclosethesale45intendtoofferfreeshippingwithconditions,upfrom28ayearearlierNearlytwothirdsareofferinggiftcertificatesonlineAlthoughtheresultssuggestadecreaseduseofonlinemedia,overallusehasincreasedthroughouttheyearsotheneedtospecificallyuseonlinemediafortheholidayshasdecreasedIntendtosellgiftcertificatesregularorelectronicIncreasedemailadvertisingspendingIntendtoofferfreeshipping,withconditionsSignednew/revisedportaldealstosecureprominentplacementIntendtoofferfreegiftwithpurchaseIncreasedofflinemediaspendingexcludingTVSignednewpartnershipdealswithcontentsitesattractmoretargetedshoppersIntendtoofferfreeshipping,withnoconditionsIncreasedTVadvertisingOtherNospecificactionstaken/plannedQ32001655645312726261310138Q32000546228392933361249111Multipleresponsesallowedunlessindicatedthatnospecificactionstaken/plannedSourceTheStateofOnlineRetailingThirdQuarter2000UpdateandThirdQuarter2001Update,Shop.orgsurveysconductedbyTheBostonConsultingGroup62160610WorkshopDocumentSShopBCG3QMediaDeckMGNDE.PPTCHANNELINTEGRATIONEXPECTEDTOBESTRONGERTHISHOLIDAYSEASONHolidayPreparationsForcompanieswithstoresand/orcatalogs,whichofthefollowingwereorwillbeinplaceinanefforttobetterintegrateyourchannels1CommentaryRetailersareembracingwaystomigrateordersonline51ofretailersnowenablequickcatalogordersonsite,anincreasefrom32ayearagoInstorekiosksareusedby29ofretailers,almostdoublethatof2000FurtherintegrationofgiftcertificatepurchasesnecessaryOnly32ofretailersenableonlineredemptionofofflinepurchasedcertificates,whereas63enableofflineredemptionofonlinepurchasedcertificatesOnlinestoreincreasinglybeingviewedasvehicletodisposeofexcess/obsoleteinventory44ofretailersliquidateonlineandofflineinventoryonlineTomitigateconsumerconcernsoverfulfillment,moreretailersshouldconsiderinstorepickupMoreretailersarecurrentlyofferinginstoreinventoryonline,whichisanaturalfirststepInstoreorincatalogmarketingofonlinechannelGiftcertificatespurchasedonlineandredeemableofflineInstorereturnofonlineordersQuickcatalogordersonsiteOnlinestoreusedtoliquidateonlineandofflineinventoryGiftcertificatespurchasedofflineandredeemableonlineInstoreInternetkiosksRealtimeinstoreinventoryavailableonlineInstorepickupofonlineordersHolidaySeason2001766361514432292717HolidaySeason20006849513227221524151MultipleresponsesallowedSourceTheStateofOnlineRetailingThirdQuarter2001Update,Shop.orgsurveysconductedbyTheBostonConsultingGroup72160610WorkshopDocumentSShopBCG3QMediaDeckMGNDE.PPTMARKETINGMETRICSMetricAcquisitioncostpernewcustomerRetentioncostperrepeatbuyerMarketingspendonlineMarketingspendofflineMarketingspendoncustomeracquisitionMarketingspendoncustomerretentionMarketingspendonbrandawarenessDefinitionMarketingspenddedicatedtocustomeracquisitionincludingacquisitionportionofbrandbuildingdividedbythetotalnumberofnewcustomersacquiredMarketingspenddedicatedtocustomerretentionincludingretentionportionofbrandbuildingdividedbythetotalnumberofrepeatbuyersPercentageofmarketingbudgetspentononlinemarketingandadvertisinginsupportoftheonlinebusinessPercentageofmarketingbudgetspentonofflinemarketingandadvertisinginsupportoftheonlinebusinessPercentageofmarketingbudgetdedicatedtoacquiringnewonlinecustomersPercentageofmarketingbudgetdedicatedtoretainingexistingonlinecustomersPercentageofmarketingbudgetdedicatedtoenhancingorimprovingoverallbrandawarenessoftheonlinebusinessDefinitions

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