4Q 06 Mystery Shopping Summary
Conducted by the e-tailing group, inc.
| Feature or Functionality | e-tailing 100 4Q '06 % Penetration |
| Seasonal Marketing | |
| Seasonal Area | 83% |
| Holiday Shipping Deadline | 81% |
| Promotional Strategies | |
| Sales & Specials | 89% |
| Limited hour specials (lunch time, 4 hour) | 25% |
| Internet Only Sales/Specials | 28% (74 sites) |
| Online Outlet/Clearance Area | 73% |
| Rebates | 32% |
| Couponing | 20% |
| Onsite Coupons | 55% (20 sites) |
| In store Coupons | 67% (15 sites) |
| Gift with Purchase | 37% |
| Other (Buy one get one free, $/% off next Purchase) | 29% |
| Free Shipping | |
| Offer Free Shipping on all Products | 2% |
| Offer Conditional Free Shipping on all Products | 35% (98 sites) |
| Offer Conditional Free Shipping on Certain Products | 31% 98 sites) |
| Conditional Free shipping to a store | 13% (70 sites) |
| Customer Service Information | |
| 800 #/Toll Free Customer Service | 100% |
| List Customer Service Hours | 75% |
| Guarantee | 62% |
| FAQ's | 74% |
| Contact Information | 97% |
| 1st Time User Tips | 22% |
| Membership | |
| Requires Membership | 31% |
| One Click Setting | 42% |
| Inventory/ Backorders | |
| Real-time Inventory | 83% |
| On Product Page | 83% (83 sites) |
| In Shopping Cart | 75% (83 sites) |
| Online Shipping Status | 97% |
| Items Never Shipped (B/O, O/S) | 1% |
| Shopping Cart | |
| Perpetual shopping cart | 55% |
| Deferred Payment Plans | 35% |
| Google Checkout | 7% |
| Incentivized to use Checkout | 100% |
| After product Added to cart: | |
| Stay on Product Page | 28% |
| Taken To cart | 72% |
| Picture of Product in Shopping Cart | 74% |
| Recommended products in the shopping cart | 72% |
| Interim Page with Recommendations | 26% |
| Alternative products | 25% (76 sites) |
| Shopping Cart Up-sells | 46% (76 sites) |
| Shopping Cart Cross-sells | 75% (76 sites) |
| # Products Recommended | 3.29 (48 sites) |
| # Products Recommended Varies | 37% (76 sites) |
| Relevancy of Products (1-5 5=best) | 3.74 (76 sites) |
| Recommendations switch out when new item added to cart | 66% (76 sites) |
| The Order Process | |
| Average Number of Clicks to Checkout | 5.23 |
| Shipping | |
| Multi-National Site Entry | 21% |
| Ability to Shop in another Language | 24% |
| International Shipping (Beyond Japan & Canada) | 29% |
| Average Shipping Charge | $6.31 (52 sites) |
| Average # Business days to Receive Item | 4.6 (99 sites) |
| Order Confirmation | |
| Immediate Order Confirmation # in Shopping Cart | 100% (98 sites) |
| Shopping Cart Confirmation Merchandising | 40% (98 sites) |
| Post Order E-mail Confirmation | 96% (99 sites) |
| Text | 48% (95 sites) |
| HTML | 52% (95 sites) |
| Confirmation # included in E-mail | 100% (95 sites) |
| Order Confirmation Customer Service | 85% (95 sites) |
| Order Confirmation Merchandising | 44% (95 sites) |
| Order Confirmation Up-sells | 64% (42 sites) |
| Order Confirmation Cross-sells | 43% (42 sites) |
| E-mail Shipping Confirmation | 88% (98 sites) |
| Shipping Confirmation Merchandising | 35% (86 sites) |
| Text | 57% (86 sites) |
| HTML | 43% (86 sites) |
| Post order tools | |
| Link to product page from post order e-mails | 13% (94 sites) |
| E-mail Communication | |
| Is e-mail personalized in salutation? | 76% (97 sites) |
| # of hours between auto e-mail response or personalized response (minutes) | 23.79 (97 sites) |
| Answer e-mail Question Correctly | 74% (97 sites) |
| Auto Response | 19% (97 sites) |
| Personalized Response | 81% (97 sites) |
| Call Center Contact | |
| Quality/ length of Initial Phone Message (1-5 5= best) | 4.0 (97 sites) |
| Hold Time After Initial Menu to Reach Appropriate Agent | Out of 97 sites |
| None | 35% |
| Under 1 Minute | 47% |
| 1 Minute-2 Minutes | 8% |
| 2.01 Minutes- 5 Minutes | 6% |
| Over 7 minutes | 4% |
| Music/ Promotional Deals Mentioned During Hold Time | 60% (57 sites) |
| Length of Call in Minutes | 3.56 minutes (95 sites) |
| Overall Customer Experience (1-5 5= best) | 3.5 (95 sites) |
| CSR Stated Name | 88% (95 sites) |
| CSR Attitude (1-3 3=friendly) | 2.5 (95 sites) |
| CSR Efficiency (1-3 3=very efficient) | 2.4 (95 sites) |
| Ask/ Call by Name | 12% (95 sites) |
| CSR Promoted Specials | 3% (95 sites) |
| CSR Product Knowledge (1-3 3= Knowledgeable) | 2.3 (95 sites) |
| Live Help | |
| Live Help Available | 29% |
| Live Help in Working Order | 97% (29 sites) |
| Average Time to Chat | 7.29 min (24 sites) |
| Click 2 call | 3% (29 sites) |
| Average Time to Chat | 8.14 Minutes (28 sites) |
| Did they Answer the Question? | 75% (28 sites) |
| Quality of Service Received (1-5 5= best) | 3.89 (28 sites) |
| Return Process | |
| Return Authorization Required | 14% |
| Online Return Forms | 17% |
| Prepaid Return Labels Provided | 22% |
| Smart Label | 5% |
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