European Multi-Client Retail Mass Market Benchmark 2010

| Point of View

Key findings from 2010 edition.

In this second Retail Utility Benchmark study, Capgemini analyzes the total cost of retailers’ operations split in three parts: Cost to Serve (CtS), Cost to Acquire (CtA) and Marketing Costs.

Fifteen retailers have been analyzed; divided in two peer groups based on size: eight retailers are below 1 million customers and seven above 1 million customers.

In this document, after a short presentation of participants’ market context, we highlight the main findings about:

  • CtS which represents the main component of operation costs (70% on average)
  • CtA and Marketing costs which are key indicators of sales effectiveness