20XX年12月波士顿咨询在线零售业咨询报告[英文版].ppt

THESTATEOFONLINERETAILINGTHIRDQUARTER2001UPDATEDecember10,20XX-1-21606-10-WorkshopDocument-SShopBCG3QMediaDeck-MG-NDE.PPTBACKGROUNDThisdocumentprovidesthefindingsfromtheThirdQuarter2001Updateof“TheStateofOnlineRetailing”,aSsurveyconductedbyTheBostonConsultingGroupThethirdquarterfindingsarebasedondataprovidedby63onlineretailerswhocompletedthesurvey,supplementedwithretailerinterviewsconductedbetweenNovember27andDecember4Datacollectedwereforthecalculationofourcoremetrics,whichrepresentasubsetoftheperformancebenchmarkspublishedinourmostrecentannualreport,TheStateofOnlineRetailing4.0-2-21606-10-WorkshopDocument-SShopBCG3QMediaDeck-MG-NDE.PPTPROGRESSIVEREDUCTIONINACQUISITIONCOSTCONTINUEDThirty-ThreePercentDeclineSoFarThisYear38293571454020231814120102030405060708019992000Q31999Q41999Q12000Q22000Q32000Q42000Q12001Q22001Q32001CustomerAcquisitionCost($)2000Average($29)Source:TheStateofOnlineRetailingThirdQuarter1999Update,3.0,FirstQuarter2000Update,SecondQuarter2000Update,ThirdQuarter2000Update,4.0,FirstQuarter2001Update,SecondQuarter2001Update,andThirdQuarter2001Update,SsurveysconductedbyTheBostonConsultingGroupMarketing33%-3-21606-10-WorkshopDocument-SShopBCG3QMediaDeck-MG-NDE.PPTUSEOFOFFLINEMEDIADOWNMORETHANHALFVERSUS2000AVERAGE0102030405060708090100Q12000Q22000Q32000Q42000Q12001Q22001Q32001ShareofMarketingSpend(%)51413645394959645561Offlinemedia2000OfflineAverage(46%)1999OfflineAverage(62%)OnlineMediaSource:TheStateofOnlineRetailingFirstQuarter2000Update,SecondQuarter2000Update,ThirdQuarter2000Update,4.0,FirstQuarter2001Update,SecondQuarter2001Update,andThirdQuarter2001Update,SsurveysconductedbyTheBostonConsultingGroupMarketing29712278-4-21606-10-WorkshopDocument-SShopBCG3QMediaDeck-MG-NDE.PPTCATALOGSREMAINTHEONLYSIGNIFICANTOFFLINEMEDIUMMarketing(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,Newspaperinsertshaveallbeendramaticallyreduced-5-21606-10-WorkshopDocument-SShopBCG3QMediaDeck-MG-NDE.PPTHOLIDAYMARKETINGEFFORTSAIMEDATCLOSINGTHESALEHolidayPreparationsWhichofthefollowingmarketing/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,SsurveysconductedbyTheBostonConsultingGroup-6-21606-10-WorkshopDocument-SShopBCG3QMediaDeck-MG-NDE.PPTCHANNELINTEGRATIONEXPECTEDTOBESTRONGERTHISHOLIDAYSEASONHolidayPreparationsForcompanieswithstoresand/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,SsurveysconductedbyTheBostonConsultingGroup-7-21606-10-WorkshopDocument-SShopBCG3QMediaDeck-MG-NDE.PPTMARKETINGMETRICSMetricAcquisitioncostpernewcustomerRetentioncostperrepeatbuyerMarketingspendonlineMarketingspendofflineMarketingspendoncustomeracquisitionMarketingspendoncustomerretentionMarketingspendonbrandawarenessDefinitionMarketingspenddedicatedtocustomeracquisition(includingacquisit