For instance, although some 38% of manufacturer sites offer games and activities, only 12% of those surveyed expressed interest in such features. Conversely, respondents showed a keen interest in samples and special offers, an area in which many sites underdelivered. Fifty-five percent expressed interest in free samples, but only 22% of manufacturers sites offer them.
Consumer packaged-goods companies are also behind on measuring the return on investment they receive from their Web activities; less than a third of the 72% of companies that have brand sites have calculated ROI. The study, titled "CPG Online: What's Not Clicking for Manufacturers, Retailers, and Consumers," was produced by IRI's e.Ventures group.
Copyright April 2001, Crain Communications Inc.