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Holidays Can Make or Break Web Retailers

Nearly 25 percent of online-only retailers depend on the holiday season for 50 percent or more of annual revenues, and 43 percent say the season accounts for 25-50 percent, reports ClickZ, citing the WebTrends "2005 Online Retail Holiday Readiness Report," which identifies retailers' strategies for the holidays. Among multi-channel retailers, 20 percent say the holidays account for 50 percent or more of annual revenues.

Retailers plan to use various site features to entice spending of cash. Some 59 percent will include suggested items, a gift-idea center (55 percent) and featured sales items (54 percent) pages.

Repeat customers are vital for internet and catalog retailers, 30 percent of which report that 50 percent or more of their holiday-season revs will come from such customers. The browse-to-buy conversion rate is higher for repeat buyers than new ones, according to 69 percent of retailers: 27 percent say significantly higher, 42 percent say slightly better.

Oddly enough, the majority of retailers (52 percent) say they have no plans to do testing for the 2005 holiday season.


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