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4Q 03 Back To School
Conducted by the e-tailing group, inc.

Customer Service

Feature or Functionality	Feature Penetration
Customer Service Information
800 #/Toll Free Customer Service	92%
Fax #	36%
List Customer Service Hours	60%
Privacy on Homepage	96%
Trust Icon	28%
U Promise	12%
Guarantee	32%
FAQ's	72%
Contact Information	80%
1st Time User Tips	48%
E-Mail Us	96%
Co-Branded Credit Card	64%

Membership
Requires Membership	56%
Confirmation of Membership	29% (14 sites)
One Click Setting	40%
Microsoft Passport	8%
AOL Wallet	4%
Yahoo! Wallet	0%

Inventory/ Backorders
Real-time Inventory	80%
Real-time Inventory from Product Page	85% (20 sites)
Real-time Inventory Shopping Cart	80% (20 sites)
Sites with Backordered/ Out-of-Stock product	12%
Online Shipping Status	92%
Items Never Shipped (B/O, O/S)	8%

The Order Process
Length of Time to Shop (DSL)	3.24 minutes
Average Number of Clicks to Checkout	3.76
$ Amount Per Average Order (total)	$39.45
Average Purchase Price	$34.68
Tax	$2.39 (16 sites)
Shopping Cart Up-sells (11 sites)	36 %
Shopping Cart Cross-sells	82% (11 sites)
# Products Recommended	$4.18 (11 sites)
Relevancy of Products	$3.82 (11 sites)

# Shopping Attempts
1st Attempt	100%
2nd Attempt	0%
Average Times Tried	1

Shipping
Multi-National Shopping	8%
Ability to ship to a school	4%
Average Shipping Charge	$5.44 (15 sites)
Average # Business days to Receive Item	4.52
Additional Promos/Offers received	48% (23 sites)
UPS Ground	26%
UPS 2 Day	4%
UPS Priority	0%
Fed Ex Ground	4%
Fed Ex 2-day	0%
Other	13%

Order Confirmation
Immediate Order Confirmation # in Shopping Cart	84%
Post Order E-mail Confirmation	100%
E-mail Shipping Confirmation	75% (24 Sites)
Order Confirmation Up-sells	50% (12 Sites)
Order Confirmation Cross-sells	17% (12 Sites)
Order Confirmation Customer Services/Services	75% (12 Sites)

Email Communication	Out of 24 sites
Answer E-mail Question Correctly	79%
Auto Response	25%
Personalized Responses	75%
E-mail Response Time Stated	75% (24 sites)
Average # Hours between our email to Customer Service	24.90
Answered E-mail on 1st Attempt	92%
Answered E-mail on 2nd Attempt	8%
Never Answered E-mail	0%
Live Help
Live Help Available	20%
Talk by PC	100% (23 sites)
Talk by Phone	4% (23 sites)
Live Help in Working Order	70% (23 sites)
Average Time to Chat	4.87 min (16 sites)

Return Process
Return Authorization Required	20%
Online Return Forms	12%
Prepaid Return Labels Provided	16%
Returned to Store	63%
Returned Via E-mail	37%
Average time to to Return In-store	6.6 minutes
In-store Return Desk/Help Easy to Locate	81% (16 sites)
E-mail Address requested During return Process	0% (16 sites)
Store Employee mention Web	0% (16 sites)
Store Traffic	Out of 16 sites
Light	50%
Medium	37%
Heavy	13%
E-mail Notification of Credit	TBD

In-store
In-store Signage	94%
Departmental/Category	87%
Product	80%
In-store Kiosk	13%
Informational	100% (2 sites)
Internet Access to Place Order	0% (2 sites)
Web Collateral	50% (16 sites)
At Cash Wrap	38% (8 sites)
Posted on Main Door	50% (8 sites)
On shopping Bags	25% (8 sites)
On Receipt	63% (8 sites)

Marketing Measurement
Promo Code Option in Shopping Cart	52%
Catalog Source Code Option in Shopping Cart	8% (12 sites)

Merchandising

Feature or Functionality	Feature Penetration
Search/Shop
Keyword Search	92%
Advanced Search	24% (23 sites)
Descriptive Phrase Search Results	Out of 23 sites
Results Found	76%
Correct Results Found	89%
From Search Results # Drill Downs to Product	1.47
Category Navigation # Drill Downs to Product	3.16
1st page Relevancy (1-5)	4.38
Misspelled phrase
Results Found	74%
Correct Results Found	82% (12 sites)
1st page relevancy (1-5)	3.59

Seasonal Marketing
Uniform Area	58% (12 sites)
BTS Area	56%
BTS on HP 7/28	56%

Branding
Branding (1-5 5=best)	4.2

Merchandising
Established
Themed Areas	44%
Brand Boutiques	85% (20 sites)
Top Sellers	48%
What's New	48%
Promotional
Sales & Specials	96%
Onsite outlet	32%
Couponing/Rebates	28%
Promotional Strategy	40%
Promotional Strategies
Offer Free Shipping on all Products	8%
Offer Conditional Free Shipping on all Products	46% (24 sites)
Targeted e-mail post order	TBD

Multi/Cross-Channel
Affiliate Program	48%
Catalog Request	92% (12 sites)
Free Catalog	92% (12 sites)
Browse our Catalog	8% (12 sites)
Catalog Quick Order	50% (12 sites)
Retail Locator	100% (20 sites)
Store Pick up	33% (21 sites)
Store Returns	85% (20 sites)
Store Events	33% (20 sites)
As Advertised	16%
Print/Weekly Circular (Based on 66 Sites)	29%
TV	0%

Profiling
Interactive Tools	40%
Shopping List/Wish Lists	60%
Refer/E-mail a Friend	48%
Targeted E-mail	88%
Opt-In	77% (22 sites)
Opt-Out	41% (22 sites)
Newsletter	38%
Opt-In	42% (4 Sites)
Opt-Out (Based on 38 Sites)	50% (4 Sites)

Product Page/ Enhancement
Product Images (1-5 5=best)	4.26
Product Page Up-sells	70% (20 sites)
Product Page Cross-sells	75% (20 sites)
# Products Recommended	3.35 (20 sites)
Relevancy of Products	5.0 (20 sites)
Streaming Video	20%
Audio	24%
Zoom	68%
Color Change	29%
3D	8%

Gifting
Gift Certificate/Card	84%
Mailed Certificate/Card	100% (21 sites)
Electronic Certificate	48% (21 sites)
Redeemable Online	67% (21 sites)
Redeemable In-store	65%

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