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Visits and unique visitors. Official numbers were supplied by many retailers. When a retailer did not reveal figures, researchers used comScore, Nielsen Online or internal estimates. Retailers were given the opportunity to respond to estimates.
Conversion rate. In most cases, researchers used category data and analyst interviews to formulate estimates if a retailer did not provide a number. Retailers were given the opportunity to respond to estimates.
Average ticket. If a retailer would not reveal average ticket, researchers estimated the figure based on averages within a category and input from market analysts. Retailers were given the opportunity to respond to estimates.
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