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4Q 03 Mystery Shopping Summary
Conducted by the e-tailing group, inc.

Feature or Functionality e-tailing
100 4Q '03
Customer Service Information
800 #/Toll Free Customer Service 96%
Fax # 34%
List Customer Service Hours 74%
Privacy on Homepage 91%
Trust Icon 38%
Guarantee 45%
FAQ's 89%
Contact Information 98%
1st Time User Tips 31%
Co-Cranded Credit Card 43%
Seasonal Marketing
Seasonal Area 61%
Holiday Shipping Deadline 56%
Promotional Strategies
Sales & Specials 85%
Internet Only Sales/Specials 9%
Online Outlet 29%
Auctions 4%
Couponing/Rebates 21%
Onsite Coupons 4%
In store Coupons 4%
Targeted E-Mail Post Order 95%
Gift with Purchase 23%
Purchase with Purchase 5%
Other (Buy one get one free, $/% off next Purchase) 12%
Free Shipping
Offer Free Shipping on all Products 8%
Offer Conditional Free Shipping on all Products 43%
(92 sites)
Offer Free Shipping with Price Barrier 93%
(40 sites)
Membership
Requires Membership 45%
One Click Setting 24%
Inventory/ Backorders
Real-time Inventory 68%
On Product Page 74%
(68 sites)
In Shopping Cart 79%
(68 sites)
Sites with Backordered/ Out-of-Stock product 6%
Online Shipping Status 91%
Items Never Shipped
(B/O, O/S)		 3%
Shopping Cart
Path to Purchase
(DSL) 		3.56
Deferred Payment Plans 17%
Shopping Cart Ranking (1-5 5=best) 3.5
Shopping Cart Up-sells/Cross-sells 50%
Shopping Cart Up-sells 50%
Shopping Cart Cross-sells 76%
# Products Recommended 3.1
Relevancy of Products (1-5 5=best) 4.32
The Order Process
Length of Time to Shop
(DSL) 		4.08 minutes
Average Number of Clicks to Checkout 4.93
$ Amount Per Average Order
(total)		 $42.05
Average Purchase Price $33.33
Tax $2.96
( 52 sites)
# Shopping Attempts
1st Attempt 97%
2nd Attempt 1%
3rd or More Attempts 2%
Average Times Tried 1.0
Shipping
Multi-National Site Entry 8%
Ability to Shop in another Language 8%
International Shipping (Beyond Japan & Canada) 35%
Average Shipping Charge $5.73
(71 sites)
Average # Business days to Receive Item 4.4
Order Confirmation
(based on 82 sites)
Immediate Order Confirmation # in Shopping Cart 89%
Recommended Products/Features after Onsite Confirmation 38%
Post Order E-mail Confirmation 98%
Order Confirmation Up-sells/Cross-sells 38%
Order Confirmation Up-sells 47%
Order Confirmation Cross-sells 29%
(38 sites)
Order Confirmation Customer Service 47%
(38 sites)
E-mail Communication
Answer e-mail Question Correctly 70%
(94 sites)
Auto Response 20%
(94 sites)
Personalized Response 80%
(94 sites)
Average # Hours between our email to Customer Service 25.0
(94 sites)
Answered email on 1st attempt 87%
Answered email on 2nd attempt 7%
Never Answered E-mail 6%
Live Help
Live Help Available 25%
Talk by PC 100%
(25 sites)
Talk by Phone 8%
(25 sites)
Live Help in Working Order 88%
(25 sites)
Average Time to Chat 4.78 min
(22 sites)
Return Process
Return Authorization Required 16%
Online Return Forms 7%
Prepaid Return Labels Provided 19%
E-mail Notification of Credit TBD
Marketing Measurement
Promo Code Option in Shopping Cart 53%
Catalog Source Code Option in Shopping Cart 22%
(55 sites)


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