• by Masha Geller , January 14, 2002

I know I said I wouldn't talk about the online holiday shopping season anymore unless something significant happened, and though you may disagree with me, I think the fact that online retailers can quickly learn from their mistakes is a fairly significant finding, so here it is.

According to a new study from the Direct Marketing Association (DMA) and Chicago-based e-tailing group, inc., marketers are using time-tested direct marketing techniques on the Web to improve customer service and retention.

H. Robert Wientzen, president & CEO of the DMA, said that during the recent holiday season, marketers did “an impressive job of delivering excellent customer service and addressing factors that disappointed some consumers during the 2000 holiday season."

Key findings of the study showed that companies are making it easier for consumers to buy, with the average number of clicks to checkout reduced to 5.36 clicks from 8.76 clicks one year ago.

Also, 54% of sites offered real-time inventory status, compared to 42% a year ago. And, 80% of sites sent e-mail shipping confirmations, up from 54% in 2000.

Additionally, 79% of sites enabled customers to check their order status online and 99% of sites provided toll-free numbers for customer service.

Most importantly, orders were successful on the first attempt on 93% of sites, showing that merchants have improved infrastructure to meet growing demand.