eCOST.com, Inc.
Selected Operating Data
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Three Months Ended |
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December 31, |
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2007 |
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2006 |
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Total Customers (1) |
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1,752,697 |
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1,645,645 |
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Active Customers (2) |
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165,319 |
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195,392 |
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New Customers (3) |
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32,438 |
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29,915 |
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Number of Orders (4) |
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83,723 |
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74,770 |
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Average Order Value (5) |
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$ |
339 |
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$ |
272 |
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Advertising Expense (6) |
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$ |
219,841 |
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$ |
408,271 |
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Cost to Acquire a New Customer (7) |
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$ |
6.78 |
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$ |
13.65 |
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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 approximate 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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| (7) |
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Catalog expense of $104,977 and $29,729 was not included in the 2007 and 2006
calculation, respectively as it is used for retention and not acquisition. |
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