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Cyber Monday: 4 Site Shopping Study November 2011

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Cyber Monday: 4 Site Shopping Study • 200 participants were randomly assigned one of the 4 websites: Target.com, Buy.com, Kohls.com, and O.co (Overstock.com) • 50 users were assigned to each site 2

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Cyber Monday: 4 Site Shopping Study• We tracked a variety of metrics including: • Which websites participants associate MOST OFTEN with Black Friday/Cyber Monday sales • Most “Usability-Friendly” site • Effectiveness, efficiency, & satisfaction metrics, when searching for specific product • Brand attributes: How many positive/negative adjectives do participants associate with each of the 4 sites

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What are two websites that come to mindwhen thinking about Cyber Monday/ BlackFriday sales? Top 5 responses (n=200) Amazon - 112 Best Buy - 53 Walmart - 48 Target - 37 Ebay -23 4

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What are two websites that come to mindwhen thinking about Cyber Monday/ BlackFriday sales? (Websites in the study) Target – 37 Kohls - 6 Overstock - 6 Buy - 2 5

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Search the ____.com website for a ___ hand vacuumunder $__. Please take note of the price of the itemas we will ask you about it later.* (N=50 Per Site) Kohls.com Buy.com Task Success Rate Median Completion Time Task Success Rate Median Completion Time 14% 22% 47 Seconds 46.5 Seconds 86% 78% O.co Target.com Task Success Rate Median Completion Time Task Success Rate Median Completion Time 22% 26% 70 Seconds 50 Seconds 78% 74% *Prices for items changed over the weekend affecting the validation logic for several participants. 6 The Target website went down during the study fielding, preventing several participants from completing the task.

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How likely is it that you would recommend___.com for Cyber Monday, to a friend orfamily member? Website NPS Kohls.com -24% Buy.com -34% Overstock.com -14% Target.com -12% 7

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Which of the following words do you associate with ___ .com? Kohls.com Buy.com Overstock.com Target.com Answer Count Percent Answer Count Percent Answer Count PercentAnswer Count PercentExpensive 7 14% Expensive 2 4% Expensive 10 20% Expensive 6 12%Competitively Competitively Competitively CompetitivelyPriced 27 54% Priced 33 66% Priced 34 68% Priced 31 62%Old-Fashioned 6 12% Old-Fashioned 2 4% Old-Fashioned 2 4% Old-Fashioned 1 2%Smart 11 22% Smart 13 26% Smart 16 32% Smart 14 28%Trustworthy 18 36% Trustworthy 16 32% Trustworthy 18 36% Trustworthy 25 50%Confusing 0 0% Confusing 12 24% Confusing 2 4% Confusing 3 6%In touch 10 20% In touch 11 22% In touch 12 24% In touch 16 32%Dishonest 3 6% Dishonest 0 0% Dishonest 0 0% Dishonest 1 2%None of the above 3 6% None of the above 4 8% None of the above None of the above 4 8% 4 8% 8