波士顿-很漂亮的ppt

21606-10-Workshop Document-SShopBCG3QMediaDeck-MG-NDE.PPT
-5-
Holiday Preparations
CHANNEL INTEGRATION EXPECTED TO BE STRONGER THIS HOLIDAY SEASON
For companies with stores and/or catalogs, which of the following were or will be in place in an effort to better integrate your channels?(1) Holiday Season 2001 In-store or in-catalog marketing of online channel Gift certificates purchased online and redeemable offline In-store return of online orders Quick catalog orders on site Online store used to liquidate online and offline inventory Gift certificates purchased offline and redeemable online In-store Internet kiosks Real-time in-store inventory available online In-store pick-up of online orders 76% 63% Holiday Season 2000 68% 49% Commentary
21606-10-Workshop Document-SShopBCG3QMediaDeck-MG-NDE.PPT
-2-
Marketing
USE OF OFFLINE MEDIA DOWN MORE THAN HALF VERSUS 2000 AVERAGE
Share of Marketing Spend (%)
13% 10% 13% 8%
12% 4% 9% 11%
(1) Multiple responses allowed unless indicated that no specific actions taken/planned Source: The State of Online Retailing Third Quarter 2000 Update and Third Quarter 2001 Update, surveys conducted by The Boston Consulting Group
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 who completed 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 4.0
51
41
36
45
39
29
22
Offline media
Source: The State of Online Retailing First Quarter 2000 Update, Second Quarter 2000 Update, Third Quarter 2000 Update, 4.0, First Quarter 2001 Update, Second Quarter 2001 Update, and Third Quarter 2001 Update, surveys conducted by The Boston Consulting Group -3-
21606-10-Workshop Document-SShopBCG3QMediaDeck-MG-NDE.PPT
-1-
Marketing
PROGRESSIVE REDUCTION IN ACQUISITION COST CONTINUED
Thirty-Three Percent Decline So Far This Year
100 90 80 70 60 50
49
59
64
55Biblioteka 617178Online Media
1999 Offline Average (62%)
2000 Offline Average (46%)
40 30 20 10 0 Q1 2000 Q2 2000 Q3 2000 Q4 2000 Q1 2001 Q2 2001 Q3 2001
Commentary Retailers are looking for easy ways to close the sale • 45% intend to offer free shipping with conditions, up from 28% a year earlier • Nearly two-thirds are offering gift certificates online Although the results suggest a decreased use of online media, overall use has increased throughout the year so the need to specifically use online media for the holidays has decreased
(1) Includes newspaper inserts (2) Includes direct mail Source: The State of Online Retailing 4.0, First Quarter 2001 Update, Second Quarter 2001 Update, and Third Quarter 2001 Update, surveys conducted by The Boston Consulting Group
Customer Acquisition Cost ($)
80 71 70 60 50 40 30 20 10 0 1999 2000 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 1999 1999 2000 2000 2000 2000 2001 2001 2001 38 29 20 23 18 35 45 40
21606-10-Workshop Document-SShopBCG3QMediaDeck-MG-NDE.PPT
-4-
Holiday Preparations
HOLIDAY MARKETING EFFORTS AIMED AT CLOSING THE SALE
Which of the following marketing/promotional actions have you taken or are committed to take in specific preparation for the upcoming holiday season (Thanksgiving-Christmas)?(1) Q3 2001 Intend to sell gift certificates (regular or electronic) Increased e-mail advertising spending Intend to offer free shipping, with conditions Signed new/revised portal deals to secure prominent placement Intend to offer free gift with purchase Increased offline media spending (excluding TV) Signed new partnership deals with content sites (attract more targeted shoppers) Intend to offer free shipping, with no conditions Increased TV advertising Other No specific actions taken/planned 65% 56% 45% 31% 27% 26% 26% Q3 2000 54% 62% 28% 39% 29% 33% 36%
7% 9% 46%
10% 8% 7% 3% 2% 9% 39%
5% 13% 1% 2% <1% 8% 29%
2% 12% 2% 1% <1% 5% 22%
Expensive, less efficient marketing programs such as TV, Print, Newspaper inserts have all been dramatically reduced