DMA Study Names Online Best of Breeds
JCPenney, Amazon.com and Office Depot were among the online marketers ranked in tops in their product category for Web features and functionality, according to a new Direct Marketing Association study.
The Merchandising Scan, released Thursday in Boston at the DMA Catalog Council On-the-Road Conference, was conducted for the DMA by the e-tailing group, a Chicago-based e-commerce consultancy.
During the fourth quarter of 2001, 100 e-commerce sites in 16 product categories were reviewed. Each site was scanned to locate 102 features and functions within nine merchandising tool sets, including search, profiling, custom content, customer service and cross-channel marketing.
“Through this landmark research, we are focusing on identifying key areas and benchmarks that will help direct marketers improve their online performance and their bottom line,” said H. Robert Wientzen, president and CEO of the DMA.
According to the study, the following online merchants are leaders in their respective categories: eBags (accessories); Lands
