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4Q 04 Mystery Shopping Summary
Conducted by the e-tailing group, inc.

Feature or Functionality e-tailing
100 4Q '04
Customer Service Information
800 #/Toll Free Customer Service 95%
List Customer Service Hours 71%
Guarantee 45%
FAQ's 84%
Contact Information 94%
1st Time User Tips 36%
Seasonal Marketing
Seasonal Area 57%
Holiday Shipping Deadline 61%
Promotional Strategies
Sales & Specials 85%
Limited hour specials (lunch time, 4 hour) 9%
Internet Only Sales/Specials 14%
(78 sites)
Charity/ U-promise 28%
Online Outlet 27%
Auctions 6%
Rebates 21%
Couponing 13%
  Onsite Coupons 54%
(13 sites)
  In store Coupons 64%
(11 sites)
Gift with Purchase 24%
Purchase with Purchase 5%
Other (Buy one get one free, $/% off next Purchase) 23%
Free Shipping
Offer Free Shipping on all Products 4%
Offer Conditional Free Shipping on all Products 48%
(96 sites)
Conditional Free shipping to a store 7%
(70 sites)
Membership
Requires Membership 42%
One Click Setting 38%
Inventory/ Backorders
Real-time Inventory 79%
  On Product Page 71%
(79 sites)
  In Shopping Cart 71%
(79 sites)
Online Shipping Status 92%
Items Never Shipped
(B/O, O/S)		 1%
Shopping Cart
Deferred Payment Plans 17%
Bill Me later 5%
Picture of Product in Shopping Cart 45%
Recommended products in the shopping cart 56%
  Shopping Cart Up-sells 46%
(56 sites)
  Shopping Cart Cross-sells 73%
(56 sites)
  # Products Recommended 3.32
(56 sites)
  Relevancy of Products (1-5 5=best) 4.25
(56 sites)
The Order Process
Average Number of Clicks to Checkout 4.8
# Shopping Attempts
1st Attempt 97%
2nd Attempt 2%
3rd or More Attempts 1%
Average Times Tried 1.1
Shipping
Multi-National Site Entry 13%
Ability to Shop in another Language 17%
International Shipping (Beyond Japan & Canada) 31%
Average Shipping Charge $5.72
(66 sites)
Shipping charges Calculated by:
  Order total 64%
(94 sites)
  Weight 17%
(94 sites)
  Flat Fee 26%
(94 sites)
Average # Business days to Receive Item 4.35
(94 sites)
Order Confirmation
Immediate Order Confirmation # in Shopping Cart 91%
  Shopping Cart Confirmation Merchandising 46%
Post Order E-mail Confirmation 100%
  Text 74%
  HTML 26%
  Confirmation # included in E-mail 99%
  Order Confirmation Customer Service 93%
  Order Confirmation Merchandising 33%
   Order Confirmation Up-sells 48%
(33 sites)
   Order Confirmation Cross-sells 58%
(33 sites)
E-mail Shipping Confirmation 97%
(97 sites)
   Shipping Confirmation Merchandising 25%
(97 sites)
   Text 83%
(94 sites)
   HTML 17%
(94 sites)
E-mail Communication
Is e-mail personalized in salutation? 65%
(89 sites)
# of hours between auto e-mail response or personalized response (minutes) 25.89
1st attempt/ 2nd attempt never answered question 10%
Answer e-mail Question Correctly 72%
(89 sites)
  Auto Response 21%
(89 sites)
  Personalized Response 79%
(89 sites)
Live Help
Live Help Available 24%
  Live Help in Working Order 92%
(24 sites)
Average Time to Chat 12.2 min
Did they Answer the Question? 86%
(22 sites)
Quality of Service Received (1-5 5= best) 86%
4.1
Return Process
Return Authorization Required 12%
Online Return Forms 11%
Prepaid Return Labels Provided 22%
Marketing Measurement
Promo Code Option in Shopping Cart 65%
Catalog Source Code Option in Shopping Cart 25%
(52 sites)


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