Judging Success With All the Wrong Metrics
Aug 20, 2001, 12:00 AM
Jupiter Media Metrix today reports that 69% of retailers are wrongly judging the success of their Internet investments on top-line metrics such as online sales and profits. According to new Jupiter retail infrastructure research, brick-and-mortar companies that consider the non-transactional benefits of their sites -- including online-influenced sales and improved payroll productivity -- will find that the return on investment (ROI) of their Web sites are 65% higher than if they only considered sales that occur online. Jupiter analysts say that brick-and-mortar retailers must strive to maximize their sites' ability to not only drive online sales, but to also drive informed customers into stores.