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	July 6, 2010 Online Retailing In Australia 2010: Marketing, Merchandising, And Customer Service by Steven Noble with Patti Freeman Evans, Brendan McGowan, Ben Zeidler

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Executive Summary

In "Online Retailing In Australia 2010," a Forrester study incorporating data collected in partnership with the Online Retailer Expo & Conference 2010, we found that, on the whole, Australian online retailers are focused on the start and the middle of the purchase journey. In other words, they have emphasized acquisition and conversion over retention, favoring performance-based marketing and low-tech approaches to merchandising and customer service. Until now, they have shied away from engagement tactics like customer reviews, but 34% report that they will launch such measures in the year ahead. They will also focus on content and merchandising. To rebalance their strategies and make smarter investments, the stragglers in Australia should ramp up their Web analytics capabilities.

TABLE OF CONTENTS

• Online Retailers Are Gradually Adding Retention Efforts To Their Mix
• Search Dominates Marketing, But Use of Social Tactics Is On The Rise
• Retailers Focus On Boosting Visual Merchandising
• Retailers Favor Basic Approaches To Helping Customers

RECOMMENDATIONS

• Measure To Better Manage Australian Online Retail
• Supplemental Material
• Related Research Documents

This is an excerpt

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