波士顿咨询很漂亮的ppt.pptx

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1、-0-21606-10-Workshop Document-SShopBCG3QMediaDeck-MG-NDE.PPTThis document provides the findings from the Third Quarter 2001 Update of “The State of Online Retailing”, a Shop.org survey conducted by The Boston Consulting GroupThe third quarter findings are based on data provided by 63 online retailer

2、s who completed the survey, supplemented with retailer interviews conducted between November 27 and December 4Data 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

3、4.0-1-21606-10-Workshop Document-SShopBCG3QMediaDeck-MG-NDE.PPTCustomer Acquisition Cost ($)2000 Average ($29)Source: The State of Online Retailing Third Quarter 1999 Update, 3.0, First Quarter 2000 Update, Second Quarter 2000 Update, Third Quarter 2000 Update, 4.0, First Quarter 2001 Update, Second

4、 Quarter 2001 Update, and Third Quarter 2001 Update, Shop.org surveys conducted by The Boston Consulting GroupMarketing33%-2-21606-10-Workshop Document-SShopBCG3QMediaDeck-MG-NDE.PPTShare of Marketing Spend (%)51413645394959645561Offline media2000 Offline Average (46%)1999 Offline Average (62%)Onlin

5、e MediaSource: 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, Shop.org surveys conducted by The Boston Consulting GroupMarketing29712278-3-21606

6、-10-Workshop Document-SShopBCG3QMediaDeck-MG-NDE.PPTMarketing(1) Includes newspaper inserts(2) Includes direct mailSource: The State of Online Retailing 4.0, First Quarter 2001 Update, Second Quarter 2001 Update, and Third Quarter 2001 Update, Shop.org surveys conducted by The Boston Consulting Grou

7、pOnlinePortalE-mailBannerAffiliate programTotalOfflinePrintCatalogDirect mailNewspaper insertsTVOther offlineTotal2000Full Year27%13%9%6%54%22%8%7%9%46%Q123%19%13%6%61%10%8%7%3%2%9%39%Performance Benchmarks(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%Increase in porta

8、ls and banners reflective of increased online media spendingExpensive, less efficient marketing programs such as TV, Print, Newspaper inserts have all been dramatically reduced-4-21606-10-Workshop Document-SShopBCG3QMediaDeck-MG-NDE.PPTHoliday PreparationsWhich of the following marketing/promotional

9、 actions have you taken or are committed to take in specific preparation for the upcoming holiday season (Thanksgiving-Christmas)?(1) CommentaryRetailers 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 of

10、fering gift certificates onlineAlthough 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 decreasedIntend to sell gift certificates (regular or electronic)Increased e-mail advertising s

11、pendingIntend to offer free shipping, with conditionsSigned new/revised portal deals to secure prominent placementIntend to offer free gift with purchaseIncreased offline media spending (excluding TV)Signed new partnership deals with content sites (attract more targeted shoppers)Intend to offer free

12、 shipping, with no conditionsIncreased TV advertisingOtherNo specific actions taken/plannedQ3 200165%56%45%31%27%26%26%13%10%13%8%Q3 200054%62%28%39%29%33%36%12%4%9%11%(1) Multiple responses allowed unless indicated that no specific actions taken/plannedSource: The State of Online Retailing Third Qu

13、arter 2000 Update and Third Quarter 2001 Update, Shop.org surveys conducted by The Boston Consulting Group -5-21606-10-Workshop Document-SShopBCG3QMediaDeck-MG-NDE.PPTHoliday PreparationsFor companies with stores and/or catalogs, which of the following were or will be in place in an effort to better

14、 integrate your channels?(1) CommentaryRetailers are embracing ways to migrate orders online 51% of retailers now enable quick catalog orders on site, an increase from 32% a year ago In-store kiosks are used by 29% of retailers, almost double that of 2000Further integration of gift certificate purch

15、ases necessary Only 32% of retailers enable online redemption of offline-purchased certificates, whereas 63% enable offline redemption of online-purchased certificatesOnline store increasingly being viewed as vehicle to dispose of excess/obsolete inventory 44% of retailers liquidate online and offli

16、ne inventory onlineTo mitigate consumer concerns over fulfillment, more retailers should consider in-store pick-up More retailers are currently offering in-store inventory online, which is a natural first stepIn-store or in-catalog marketing of online channelGift certificates purchased online and re

17、deemable offlineIn-store return of online ordersQuick catalog orders on siteOnline store used to liquidate online and offline inventoryGift certificates purchased offline and redeemable onlineIn-store Internet kiosksReal-time in-store inventory available onlineIn-store pick-up of online ordersHolida

18、y Season 200176%63%61%51%44%32%29%27%17%Holiday Season 200068%49%51%32%27%22%15%24%15%(1) Multiple responses allowedSource: The State of Online Retailing Third Quarter 2001 Update, Shop.org surveys conducted by The Boston Consulting Group -6-21606-10-Workshop Document-SShopBCG3QMediaDeck-MG-NDE.PPTM

19、etricAcquisition cost per new customerRetention cost per repeat buyerMarketing spend onlineMarketing spend offlineMarketing spend on customer acquisitionMarketing spend on customer retentionMarketing spend on brand awarenessDefinitionMarketing spend dedicated to customer acquisition (including acqui

20、sition portion of brand building) divided by the total number of new customers acquiredMarketing spend dedicated to customer retention (including retention portion of brand building) divided by the total number of repeat buyersPercentage of marketing budget spent on online marketing and advertising

21、in support of the online businessPercentage of marketing budget spent on offline marketing and advertising in support of the online business Percentage of marketing budget dedicated to acquiring new online customersPercentage of marketing budget dedicated to retaining existing online customersPercentage of marketing budget dedicated to enhancing or improving overall brand awareness of the online businessDefinitions-7-21606-10-Workshop Document-SShopBCG3QMediaDeck-MG-NDE.PPT