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THESTATEOFONLINERETAILINGTHIRDQUARTER2001UPDATEDecember10,2001,BACKGROUND,ThisdocumentprovidesthefindingsfromtheThirdQuarter2001Updateof“TheStateofOnlineRetailing”,aSsurveyconductedbyTheBostonConsultingGroupThethirdquarterfindingsarebasedondataprovidedby63onlineretailerswhocompletedthesurvey,supplementedwithretailerinterviewsconductedbetweenNovember27andDecember4Datacollectedwereforthecalculationofourcoremetrics,whichrepresentasubsetoftheperformancebenchmarkspublishedinourmostrecentannualreport,TheStateofOnlineRetailing4.0,PROGRESSIVEREDUCTIONINACQUISITIONCOSTCONTINUEDThirty-ThreePercentDeclineSoFarThisYear,CustomerAcquisitionCost($),2000Average($29),Source:TheStateofOnlineRetailingThirdQuarter1999Update,3.0,FirstQuarter2000Update,SecondQuarter2000Update,ThirdQuarter2000Update,4.0,FirstQuarter2001Update,SecondQuarter2001Update,andThirdQuarter2001Update,SsurveysconductedbyTheBostonConsultingGroup,Marketing,33%,USEOFOFFLINEMEDIADOWNMORETHANHALFVERSUS2000AVERAGE,ShareofMarketingSpend(%),51,41,36,45,39,49,59,64,55,61,Offlinemedia,2000OfflineAverage(46%),1999OfflineAverage(62%),OnlineMedia,Source:TheStateofOnlineRetailingFirstQuarter2000Update,SecondQuarter2000Update,ThirdQuarter2000Update,4.0,FirstQuarter2001Update,SecondQuarter2001Update,andThirdQuarter2001Update,SsurveysconductedbyTheBostonConsultingGroup,Marketing,29,71,22,78,CATALOGSREMAINTHEONLYSIGNIFICANTOFFLINEMEDIUM,Marketing,(1)Includesnewspaperinserts(2)IncludesdirectmailSource:TheStateofOnlineRetailing4.0,FirstQuarter2001Update,SecondQuarter2001Update,andThirdQuarter2001Update,SsurveysconductedbyTheBostonConsultingGroup,OnlinePortalE-mailBannerAffiliateprogramTotalOfflinePrintCatalogDirectmailNewspaperinsertsTVOtherofflineTotal,2000FullYear,27%13%9%6%54%22%8%7%9%46%,Q1,23%19%13%6%61%10%8%7%3%2%9%39%,PerformanceBenchmarks,(1),(2),Q2,23%21%13%14%71%5%13%1%2%1%8%29%,2001,Q3,28%19%22%9%78%2%12%2%1%1%5%22%,Increaseinportalsandbannersreflectiveofincreasedonlinemediaspending,Expensive,lessefficientmarketingprogramssuchasTV,Print,Newspaperinsertshaveallbeendramaticallyreduced,HOLIDAYMARKETINGEFFORTSAIMEDATCLOSINGTHESALE,HolidayPreparations,Whichofthefollowingmarketing/promotionalactionshaveyoutakenorarecommittedtotakeinspecificpreparationfortheupcomingholidayseason(Thanksgiving-Christmas)?(1),Commentary,Retailersarelookingforeasywaystoclosethesale45%intendtoofferfreeshippingwithconditions,upfrom28%ayearearlierNearlytwo-thirdsareofferinggiftcertificatesonlineAlthoughtheresultssuggestadecreaseduseofonlinemedia,overallusehasincreasedthroughouttheyearsotheneedtospecificallyuseonlinemediafortheholidayshasdecreased,Intendtosellgiftcertificates(regularorelectronic)Increasede-mailadvertisingspendingIntendtoofferfreeshipping,withconditionsSignednew/revisedportaldealstosecureprominentplacementIntendtoofferfreegiftwithpurchaseIncreasedofflinemediaspending(excludingTV)Signednewpartnershipdealswithcontentsites(attractmoretargetedshoppers)Intendtoofferfreeshipping,withnoconditionsIncreasedTVadvertisingOtherNospecificactionstaken/planned,Q32001,65%56%45%31%27%26%26%13%10%13%8%,Q32000,54%62%28%39%29%33%36%12%4%9%11%,(1)Multipleresponsesallowedunlessindicatedthatnospecificactionstaken/plannedSource:TheStateofOnlineRetailingThirdQuarter2000UpdateandThirdQuarter2001Update,SsurveysconductedbyTheBostonConsultingGroup,CHANNELINTEGRATIONEXPECTEDTOBESTRONGERTHISHOLIDAYSEASON,HolidayPreparations,Forcompanieswithstoresand/orcatalogs,whichofthefollowingwereorwillbeinplaceinanefforttobetterintegrateyourchannels?(1),Commentary,Retailersareembracingwaystomigrateordersonline51%ofretailersnowenablequickcatalogordersonsite,anincreasefrom32%ayearagoIn-storekiosksareusedby29%ofretailers,almostdoublethatof2000FurtherintegrationofgiftcertificatepurchasesnecessaryOnly32%ofretailersenableonlineredemptionofoffline-purchasedcertificates,whereas63%enableofflineredemptionofonline-purchasedcertificatesOnlinestoreincreasinglybeingviewedasvehicletodisposeofexcess/obsoleteinventory44%ofretailersliquidateonlineandofflineinventoryonlineTomitigateconsumerconcernsoverfulfillment,moreretailersshouldconsiderin-storepick-upMoreretailersarecurrentlyofferingin-storeinventoryonline,whichisanaturalfirststep,In-storeorin-catalogmarketingofonlinechannelGiftcertificatespurchasedonlineandredeemableofflineIn-storereturnofonlineordersQuickcatalogordersonsiteOnlinestoreusedtoliquidateonlineandofflineinventoryGiftcertificatespurchasedofflineandredeemableonlineIn-storeInternetkiosksReal-timein-storeinventoryavailableonlineIn-storepick-upofonlineorders,HolidaySeason2001,76%63%61%51%44%32%29%27%17%,HolidaySeason2000,68%49%51%32%27%22%15%24%15%,(1)MultipleresponsesallowedSource:TheStateofOnlineRetailingThirdQuarter2001Update,SsurveysconductedbyTheBostonConsultingGroup,MARKETINGMETRICS,Metric,AcquisitioncostpernewcustomerRetentioncostperrepeatbuyerMarketingspendonlineMarketingspendofflineMarketingspendoncustomeracquisitionMarketingspendoncustomerretentionMarketingspendonbrandawareness,Definition,Marketingspenddedicatedtocustome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