文档介绍：THE STATE OF ONLINE RETAILING THIRD QUARTER 2001 UPDATE December 10, 2001
BACKGROUND
This document provides the findings from the Third Quarter 2001 Update of “The State of Online Retailing”, a survey conducted by The Boston Consulting Group
The third quarter findings are based on data provided by 63 online retailers pleted 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
PROGRESSIVE REDUCTION IN ACQUISITION COST CONTINUED Thirty-Three Percent Decline So Far This Year
Customer Acquisition Cost ($)
2000 Average ($29)
Source: The State of Online Retailing Third Quarter 1999 Update, , First Quarter 2000 Update, Second Quarter 2000 Update, Third Quarter 2000 Update, , First Quarter 2001 Update, Second Quarter 2001 Update, and Third Quarter 2001 Update, surveys conducted by The Boston Consulting Group
Marketing
33%
USE OF OFFLINE MEDIA DOWN MORE THAN HALF VERSUS 2000 AVERAGE
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