For eBusiness & Channel Strategy Professionals

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	June 5, 2009 The State Of Retailing Online 2009: Marketing by Sucharita Mulpuru with Patti Freeman Evans, Peter Hult, Brendan McGowan	Average: 9  (1 rating)

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Executive Summary

This report reflects the 12th annual fielding of "The State of Retailing Online," a Shop.org study conducted by Forrester Research. The objective of the study is to collect a series of benchmarks from online retailers that primarily transact in the business-to-consumer space. This is the first of a three-part series of reports based on those findings and highlights marketing priorities, spend, allocation, and areas of marketing focus. The key findings of this year's report were that most retailers affirm that the Web channel is better positioned to weather the economic storm than the offline channel, with many retailers seeing the downturn as an opportunity to capture market share from weakened competitors. As for specific tactics, paid search continues to reign as the preferred customer acquisition tactic. However, several retailers report an increased focus on customer retention for which email is the preferred communication tool. Forrester Web site visitors without client access to our research can purchase this report at www.shop.org.

TABLE OF CONTENTS

• Online Retail Overall Continues To Grow In Spite Of The Economy
• Acquisition Marketing Still Dominates As Companies Clamor For Market Share

RECOMMENDATIONS

• The Downturn Presents An Opportunity To Grow
• Supplemental Material
• Related Research Documents

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