What is the estimated cost to acquire new customers in the health and
beauty aids  or retail sector?

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Request for Question Clarification by easterangel-ga on 25 Feb 2003 08:50 PST

Hi. Would an answer for the retail sector suffice or must it be in all
the sectors you mentioned?

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Clarification of Question by krysalis-ga on 25 Feb 2003 09:14 PST

for easterangel:  yes the retail sector alone would be wonderful - thank you!!

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Clarification of Question by krysalis-ga on 27 Feb 2003 08:12 PST

How much does it cost the average mid size consumer goods company to
acquire new customers per year?

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Request for Question Clarification by easterangel-ga on 02 Mar 2003 16:02 PST

Hi again krysalis-ga! I was able to locate a figure but it is in a per
customerreference. For example the average acquisition cost per
customer is $70 (Figure is for illustration only). I was not able to
find your additional requirement of "cost the average mid size
consumer goods company"

Would this suffice as an answer? If you say yes I will post it as
answer and collect the fee. Just let me know. :)

Hi! Thanks for the question and for accepting my answer.

Just to clarify by what I mean with "Figure is for illustration only"
which is just really a minor aspect of the answer. I meant it as an
example only and not the real figure. So $70 is just a sample figure.
The actual cited figure is quite lower as can be seen from the
following article. The figure comprises of online and brick and mortar
retailers so the figure is of greater coverage.

"Index of 74 online-only retailers and brick-and-mortar retailers that
also sell over the Web: $14 per customer in the second quarter 2001,
down from $18 in the first quarter, down from $23 in last year's
holiday shopping period (source: Shop.org and Boston Consulting Group.
InternetWeek, 9/10/2001)"

"Overview of Customer Acquisition Costs"
by Howard Seibel
Managing Director, Wharton Strategic Services
July 5, 2002
http://216.239.57.100/search?q=cache:QuLJjOOwbjQC:www.targetingemetrics.com/articles/acquisition.shtml+retail+%22customer+acquisition+cost%22&hl=en&ie=UTF-8

If you want to go back a little more (i.e. 1999) here is a report on
the customer acquisition cost for online and offline retailers.

Online Retailers - $82
Brick and Mortar Retailers - $14

"1999, Online retailers customer acquisition cost averaged $82 a 95%
increase over 1998 ($42). Offline retailers spent an average of $12
down from $22 in 1998."

"Online versus Offline Acquisition costs"
http://www.knowledgecrossing.com/onlinecost.html

Search terms used:           
retail "customer acquisition cost" 
       
I hope these links would help you in your research. Before rating this
answer, please ask for a clarification if you have a question or if
you would need further information.
           
Thanks for visiting us.           
           
Regards,           
Easterangel-ga           
Google Answers Researcher

very thorough and stuck to it

Krysalis, close out your other question and give
easterangel a big tip if he/she delivers.  
Good luck and glad I could be of help.

i will - thank you - your advice has been very helpful as this is my
first time with this process.  in the meantime, i found the info for
employee turnover on elibrary.

This is terrific - i just need to understand what for "illustrations
only" means and if you can give me a source - even if it is loosely
cited - but i can definately work with the 70 number as long as i am
clear on the above.

i really appreciate your time and effort on this.

thank you

Thanks for the nice rating and for the generous tip! I'm glad too that
martinjay was able to help on your other question.

Thanks again!