eCOST.com, Inc.
Selected Operating Data
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Three Months Ended |
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June 30, |
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2006 |
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2005 |
Total customers (1) |
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1,581,606 |
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1,287,321 |
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Active customers (2) |
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351,157 |
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536,172 |
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New customers (3) |
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70,590 |
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75,202 |
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Number of orders (4) |
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89,898 |
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122,753 |
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Average order value (5) |
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$ |
340 |
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$ |
352 |
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Advertising expense (6) |
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$ |
986,293 |
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$ |
1,467,000 |
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Cost to acquire a new customer |
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$ |
13.97 |
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$ |
19.51 |
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| (1) |
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Total customers have been
calculated as the cumulative number of
customers for which orders have been
taken from eCOST.com’s inception to
the end of the reported period. |
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| (2) |
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Active customers consist of the number
of customers who placed orders during the
12 months prior to the end of the reported
period. |
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| (3) |
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New customers represent the number of persons that established a new account and placed an order during the reported period. |
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| (4) |
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Number of orders represents the total number of orders shipped during the reported period (not reflecting returns). |
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| (5) |
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Average order value has been
calculated as gross sales divided by the
total number of orders during the period
presented. The impact of returns is not
reflected in average order value. |
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| (6) |
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Advertising expense includes the total
dollars spent on advertising during the
reported period, including Internet,
direct mail, print and e-mail advertising,
as well as customer list enhancement
services. |
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