Online customers are becoming more and more expensive
Only those who adopt a multichannel strategy will pay less for new customers in the future
Only those with a multichannel strategy will pay less for new customers in the futureStrong offline brands usually have to spend less money than pure Internet providers to acquire new online customers. According to a new study by the US market research company IDC, acquiring new customers on the Internet will become noticeably more expensive over the next few years.
122 dollars. Consolidation is not expected until 2004 or 2005 at around
120 dollars. IDC counts the entire marketing expenditure used to generate new online customers as acquisition costs.
IDC cites the still fierce competition among providers for the best positions as mass or niche providers, the courting of new Internet users and the motivation of e-commerce operators due to the predicted explosion in e-commerce sales as the reasons for this.
In the future, the
For e-tailers, who have long since run out of money, it is becoming increasingly important to get the costs of customer acquisition under control. After all, the days when e-commerce providers were measured solely by their number of customers are finally over, as demonstrated by the silent exit of the largest online toy retailer eToys from the Internet stage. Costs - including for customer acquisition - are increasingly coming to the fore.
Retailers with a multichannel strategy have an advantage in the savings war. They can report lower acquisition costs than their online colleagues. According to IDC, companies that quickly convert their offline customers into online customers and use their stores or catalogs as promotional tools for their online offering will be successful. New, inexperienced users in particular are more likely to be attracted to strong offline
brands than from the Internet pioneers. Carmen Gasser
122 dollars. Consolidation is not expected until 2004 or 2005 at around
120 dollars. IDC counts the entire marketing expenditure used to generate new online customers as acquisition costs.
IDC cites the still fierce competition among providers for the best positions as mass or niche providers, the courting of new Internet users and the motivation of e-commerce operators due to the predicted explosion in e-commerce sales as the reasons for this.
In the future, the
For e-tailers, who have long since run out of money, it is becoming increasingly important to get the costs of customer acquisition under control. After all, the days when e-commerce providers were measured solely by their number of customers are finally over, as demonstrated by the silent exit of the largest online toy retailer eToys from the Internet stage. Costs - including for customer acquisition - are increasingly coming to the fore.
Retailers with a multichannel strategy have an advantage in the savings war. They can report lower acquisition costs than their online colleagues. According to IDC, companies that quickly convert their offline customers into online customers and use their stores or catalogs as promotional tools for their online offering will be successful. New, inexperienced users in particular are more likely to be attracted to strong offline
brands than from the Internet pioneers. Carmen Gasser
