《RSR:2021年零售商网站绩效评估报告(英文版)(12页).pdf》由会员分享,可在线阅读,更多相关《RSR:2021年零售商网站绩效评估报告(英文版)(12页).pdf(12页珍藏版)》请在三个皮匠报告上搜索。
1、2021 RETAILER WEBSITE PERFORMANCE EVALUATIONRSRs Annual Evaluation of Retailers Website Performance:Lost Revenue Opportunities ContinueKey FindingsQuick LinksExecutive Summary The Good News The Bad News Overall Ranking Methodology Criteria&Ratings Appendix Finding:76%of Shoppers Dont Start Their Sea
2、rch on a Retailers Site1,000+Consumers SurveyedSurvey of more than 1,000 US-based consumers to get their perspective on how online retailers are doing in terms of site performance.I start on GoogleI start on AmazonI start on a brands website80 Brands Ranked from IR 500This year the focus was on 80 b
3、rands whose rank fell between numbers 45 and 200 on the Internet Retailer Top 500 list.The Top Performers326%50%24%49 POINTS50 POINTS(LOFT)54 POINTS123IntroductionExecutive Summary:Fixing The Root Of These Issues For The Long HaulFor the past several years,RSR analysts have evaluated retailers onlin
4、e digital offerings for site performance and the impact on shopper experience.The evaluations serve as a report card while answering the question,“How are retailers doing?”We believe that this years report card is more important than ever.Why?The hope for a return to normalcy has not been fulfilled
5、with the past two years being disruptive,hectic,and completely unpredictable,especially for the world of retail.Not only is there still an on-going global pandemic,but many shoppers will not return to in-store shopping,shipping and delivery efforts are in shambles,and the global supply chain has bec
6、ome completely unhinged.And all just in time for the all-important holiday shopping season.However,there is hope.As chaotic as the retail landscape has become,there are still vital online shopping elements that brands have total control over,such as their digital shopping journey and site performanc
7、e.But with that control comes an obligation to consumers.While shoppers will have no choice but to deal with the inventory and shipping issues,there will be zero understanding when it comes to their online shopping experience.Slow sites will not be tolerated.Retailers need to focus on fixing this ro
8、ot issue,making the online shopping journey as effortless as possible from site speed to the ease of product discovery,to the checkout process and payment options all in a perpetually scalable way.A Description Of This ResearchWhile writing this industry benchmark report,retailers are headed into a
9、holiday season like no other in history.Last year we conducted our research during a global lockdown and encouraged retailers to get their website offerings in order to successfully handle the onslaught of shopping that had moved online when visiting stores was simply not an option.Just a year later
10、,stores are back in the picture,but with a twist.While retailers who have modified their store systems and processes to accommodate digital order fulfillment in a remarkably short period of time deserve kudos,consumers behaviors have changed.The COVID-19 pandemic forced even the staunchest of old-sc
11、hool-store shoppers to incorporate digital assets into their shopping journeys,and the results are in:theyre never going back.While certain criteria remain from previous years research to mark progress(product detail page load time,for example),others are entirely brand new for this years evaluation
12、(for example,the ability to shop a retailers offerings on Facebook).Also new this year is the addition of data from the Site Speed Standard,an industry benchmark that measures the experience impact of site speed and performance,drawing on the shopping activity of more than 25 billion page views acro
13、ss 200 leading retailers.The good news?Some brands are getting it right.Many are making some slow progress.The bad?Theyre not doing it quickly enough to keep up with consumer expectations and some brands are way behind in this regard.The brands that have moved to the top-ranking slots in this report
14、 are prioritizing their digital performance in a way we havent seen in the past.They are taking a vastly different approach and have made it clear that this is a main focus for them.Read on for the full results and analysis 2002145%62%48%68%57%79%59%83%Average ScoreHigh Score22021 RETAILE
15、R WEBSITE PERFORMANCE EVALUATIONFast site speed is critical to growing online revenue.Improving page load time by just 1 second results in a 5.7%conversion lift on mobile and a 3.3 conversion lift on desktop.2021 RETAILER WEBSITE PERFORMANCE EVALUATION3And The Top Performers Are.Based on criteria(Ap
16、pendix B)where a full range of 0-3 points was available across 22 different categories,the following retailers took top honors(all scores are out of 65 possible points):And The Fastest Sites Are.349 POINTS50 POINTS54 POINTS123(LOFT)(LOFT)2021 RETAILER WEBSITE PERFORMANCE EVALUATION4First:
17、A Look From The Consumers Point Of View Rolling The Dice On The Shoppers Journey Its not enough to declare that its important for retailers to take the performance of their digital offering seriously.To validate that opinion,we needed to understand what consumers shopping journeys look like right no
18、w as we head into Holiday 2021.To get a sense of that,we needed to know from our consumers where they are starting their online shopping journeys.As you can see from Figure 1,it is nowhere within the retailers four“walls”.From this survey,we learned that 76%of shoppers are not starting on the brands
19、 site.So,what does this mean for brands?The 76%of shoppers that are ending up on a retailers site through other channels like Google are going to land on either a Product Detail Page(PDP)or a Category Page when they get to the site NOT a retailers Homepage.This means that brands must focus on optimi
20、zing these pages for speed and performance.According to the breakdown,most consumers start their journey with Google,which is great considering many brands spend money on Google Ads.However,Google rankings heavily factor in site performance and speed,so if a sites speed isnt up to par,then this stat
21、istic is not in retailers favor.It doesnt fare well for brands either that 26%of shoppers start on Amazon.While consumers could possibly click on an Amazon ad for the retail brand,its really a roll of the dice on whether they will ever land on that site through this channel.There is still a chance t
22、hey will buy from a competitor.Much of what happens is already out of a retailers control,so the need to maximize opportunities that arise once a shopper is on site only becomes that much more important.As a result,the next thing we wanted to know is how much site speed matters to consumers.As seen
23、in Figure 2,it matters quite a bit:26%50%24%How frustrated do you get when you go shopping online and the site is slow?92%of shoppers are frustrated with slow sitesFIGURE 2Have not been frustrated by a slow site beforeVery frustratedSlightly frustrated,but willing to wait for my favorite brands37%55
24、%8%Where do you begin your online search for a desired product?76%of shoppers are NOT starting with a brands siteFIGURE 1I start on GoogleI start on AmazonI start on a brands websiteSource:RSR Research,November 2021Source:RSR Research,November 20212021 RETAILER WEBSITE PERFORMANCE EVALUATION5This tr
25、iggers a follow-on question:“What happens in the wake of this frustration?Is it enough to cause a buyer to take their business elsewhere?”The answer:a resounding yes.Considering these data points(and those presented in the ensuing pages),we feel confident in our advice that retailers improve shopper
26、 experience,and site speed immediately.Let us now look at some of the more encouraging trends that resulted from our evaluation of retailers.The Good News Retailers Are Taking Control of Site Performance When we first began conducting this evaluation back in 2017,we were shocked at how poorly most e
27、Commerce sites performed.At that time,the average grade was 69%.One of the most glaringly apparent outcomes of that first report was that retailers were not shopping their own sites.Slow loading pages,broken links,and checkout processes that were unable to be completed abounded even among well-respe
28、cted brands ranking highly on the Internet Retailer 100 list.How the world has changed.And while consumers have grown more demanding,so too,has retailers willingness to address the most obvious setbacks to their online shopping experience.Some retailers have even found creative workarounds to annoyi
29、ng popups once the bane of online shopping.Casper Sleep Inc is a great example of a way of handling these necessary evils,but in full disclosure,too many other brands(Dillards,Forever21)have yet to make advancements here.All in all,we were impressed with the overall load times,PDP load times,and che
30、ckout experiences.We had far fewer incidents this year that would have caused us to abandon a cart than in years past.In fact,each of the seven brands that stand on the podium this year scored higher than our first-place winner did just a few years back.Thats real progress.Retailers digital offering
31、s are getting better.And not a moment too soon,as our consumer respondents are so quick to remind us(Figure 4).Leave and buy from AmazonNever come back to siteLeave and buy from a similar retailerPost on social mediaComplain to retailer53%39%21%18%9%Have you ever left a website because it does not l
32、oad in the time you expect it to?What do you do when you are frustrated with a slow site?(Please select ALL that apply)YesNo13%87%87%of shoppers will not wait for a slow site to loadRetailers slow sites are making their competitors dayFIGURE 3FIGURE 4Source:RSR Research,November 2021Source:RSR Resea
33、rch,November 2021PDP and Category Pages make up 69.6%of the buyers journey.When optimized,PDPs load 34%faster-saving 2 full seconds of page load time on desktop,and 1.8 seconds faster,or 32%on mobile.2021 RETAILER WEBSITE PERFORMANCE EVALUATION6Overall,more than a quarter of shoppers become so annoy
34、ed with a slow site that they commit to taking some sort of action in the form of a complaint,whether thats directly to the retailer,or to the entire world.18%of shoppers are opting to publicly defame brands on social media due to a poor shopping experience.The biggest blow?Continuing to keep a slow
35、 site is making the competitions day.Why?53%of shoppers are going to a competing site because the one they were on was too slow.How slow is too slow?As noted in the Site Speed Standard,sessions that beat four seconds capture 59%of conversions,while sessions that trail four seconds deliver a near-ide
36、ntical 58%of bounces.The fact that consumers so quickly abandon retailers when they are dissatisfied only strengthens the need for retailers to self-examine,identify,and control any issues that invariably exist within their online experience,and heal their root problems permanently.This is no time t
37、o wait and see.More Retailers Are Paying Attention To Site Design Both On Mobile AND Desktop Despite nearly two years of constant disruption,most of the retailers we evaluated this year have clearly made a commitment to taking control of their digital offerings and making them more shoppable.In the
38、past,it was obvious when a retailer had upgraded its mobile site,only to leave the desktop experience behind.We found far less of this this year and were quite surprised at how conscientious many brands have become about improving not only site speed and ease of navigation,but brand identity through
39、out the online shopping experience.Ralph Laurens website is an excellent example of this,featuring video content that is completely on-brand in both look and feel throughout.And while they were one of the few retailers to score maximum points in this category,attention to design need not be limited
40、to up-market brands.Duluth Trading Company hardly what comes to mind when one thinks of luxury did an excellent job here,too.Both their desktop AND mobile sites feature distinctive cartoon-style artwork,and the overall look and feel provides the shopper with a sense that this is not like any other r
41、etailers around.Several others scored big points here,as well(Neiman Marcus,KEH,Weber Grills).That said,the brands that disappointed us here(The Childrens Place,Calvin Klein)were surprisingly outdated.Much work remains to be done.Payment Options Have Drastically Improved A discussion about shoppers
42、evolving financial decisions is well outside of the scope of this research,but suffice it to say:people want new ways to pay for the things they want to buy during these strange times.Thankfully,many more retailers are heeding that call in 2021 than they were even just last year.Many fashion retaile
43、rs(Abercrombie&Fitch,American Eagle,UnderArmour)have embraced third party solutions like Shoprunner,Klarna,and Afterpay,enabling shoppers to buy the styles they want the moment the impulse hits them regardless of whatever their current financial situation may be.Chicos goes so far as to accept Amazo
44、nPay on its site something only a handful of retailers have thus far elected to do(whether or not Amazon is friend,foe,or some frenemy combination of the two remains to be seen in this regard).Fashion Nova wins the award for most payment options,allowing for such additional forms as ShopPay,GooglePa
45、y,QuadPay,and Zip,while Estee Lauder is the only retailer in our evaluation willing to accept Alipay.What is genuinely surprising is the number of brands that are behind the curve here.CVS and Lamps Plus only accept PayPal(beyond standard credit card options),while several retailers who offer would-
46、be-popular-gifts(Beachbody)dont even provide an opportunity to purchase a gift card.Worse yet,several luxury retailers seem to be genuinely averse to any type of flexibility:T accepts no form of payment beyond that of a typical credit card.This is a clear miss.Stranger still,some sites()accept compl
47、etely different forms of payment on mobile devices than they do on desktop.Still,all in all,we were happy to see so many brands embracing the future with alternative payment options this year.And now it is time to examine the truly bad news resulting from our research this year.Shoppers want a load
48、time of under 4 seconds2021 RETAILER WEBSITE PERFORMANCE EVALUATION7The Bad News Too Many Retailers Arent Addressing Poor Shopper Experience Of the 80 retailers we looked at,56 still receive a failing grade.Despite our best efforts to empathize with how volatile the retail market really is,this is s
49、imply not acceptable.Forever 21 should not be failing our evaluation.Neither should Peloton,or Talbots the list goes on and on.In many cases,retailers biggest shortcomings were exposed during the checkout process,with too many pages to complete,shopping carts that were hard to find/keep full,or by c
50、luttering matters up with too many suggested add-ons along the way.In too many instances,“old-school”problems like popups and slow load times caused frustration;consumers are too far along in their march towards progress to accept such issues.And at the tail end of this,too many top retailers still
51、provide an online shopping experience that looks and feels much as it did 10 years ago.Retailers still need to up both their content and the overall shopper experience.Its important to note that this criticism goes for all levels of retail;but retailers dont need to be a luxury brand to accomplish h
52、igh-end performance.In fact,luxury retailers should take a lead from Columbia Sportwear,who offer engaging video content on their site.Social Media Is Too Often Being Ignored As A Viable Selling Tool As weve already noted,past iterations of this report have been harsh on the mobile experience.In the
53、 early days of our research,it was visibly neglected.In the ensuing years,it far too often received a makeover,while the desktop experience languished or was inconsistent with the mobile.This year,we found parity and parity in high levels of excellence in places we hadnt before.Now the honors of neg
54、lected“channel”fall to social touchpoints.We dont need to harp on this point consumers are making the case for themselves.While weve never asked shoppers about their willingness to purchase directly via social media until now(Figure 5),the fact that less than a third have ruled it out came as a tota
55、l surprise.This number will only dwindle in the future.Retailers that ignore social media“channels”as direct sales opportunities do so at their own peril.How frequently do you purchase something directly from a social media page?(Instagram,FB,Pinterest)67%of consumers shop through socialFIGURE 5Sour
56、ce:RSR Research,November 2021Sometimes30%Rarely25%Frequently12%Never33%2021 RETAILER WEBSITE PERFORMANCE EVALUATION8Time Is Not On Retailers Side Lastly,if this research shows us anything,it is that we need not guestimate at the importance of“getting it right”when a shopper finds themselves on a ret
57、ailers site.As we can see in Figure 6,shoppers were clearly willing to abandon a retailer during last years holiday shopping in the face of a slow or ill-performing site.Their tolerance will likely only wane in the months and years to come.Conclusion As we have addressed in this report,there are som
58、e things that are out of brands control volatility of the market,inventory issues,delivery disconnects,supply chain challenges and there are things that retailers have full control over like site performance and digital experience.Speeding up your site and improving shopper experience will keep your
59、 brand in the game.However,its not enough to take a quick-fix approach in solving these problems.We dont know what uncontrollable challenges will pop up next.But by focusing on a long-term,scalable solution,retailers can take back control in an unpredictable environment.Brands have a small window in
60、 which to set their digital offerings on a better course.We are pulling for them to do just that.We look forward to seeing marked improvement when we conduct this research again in time for the holidays in 2022.What was the worst online shopping experience you had in the past 12 months(including the
61、 holidays of 2020)?88%of consumers had issues shopping this yearFIGURE 6Source:RSR Research,November 2021Nothing every online shopping experience went wellExperienced a slow website:still completed the purchaseExperienced a slow website:abandoned and bought elsewhereExperienced a website that was br
62、oken:tried again later and was successfulExperienced a website that was broken:abandoned and bought elsewhere30%22%21%16%11%2021 RETAILER WEBSITE PERFORMANCE EVALUATION9Appendix A:Overall Ranking RetailerRankTotal Score(65 Points Possible)J.Crew Group 1 54 Ascena Retail Group(LOFT)2(T)50 Lands End 2
63、(T)50 Fashion Nova 2(T)50 Express 2(T)50 Ralph Lauren 3(T)49 1-800 Contacts 3(T)49 Dillards 4 47 Pharmapacks,LLC.5 46.5 Caleres Inc 6(T)46 Lamps Plus Inc.6(T)46 Purple Inc 6(T)46 Carters Retail,Inc.7(T)45 Northern Tool+Equipment 7(T)45 Aritzia 8(T)44.5 Joma Shop 8(T)44.5 B,Inc.9(T)44 B 9(T)44 Browne
64、lls,Inc.9(T)44 American Eagle Outfitters,Inc 10(T)43 Tory Burch LLC 10(T)43 Groupon,Inc.11 42.5 Belk,Inc 12(T)42 Genesco Inc.12(T)42 Goop 12(T)42 Blue Nile 12(T)42 TJX Companies 13(T)41 PVH 13(T)41 Eddie Bauer 13(T)41 Bose Corporation 13(T)41 MidwayUSA,Inc.13(T)41 Abercrombie&Fitch 14(T)40 L.L.Bean
65、14(T)40 FULLBEAUTY Brands 14(T)40 Lulus.Com 14(T)40 Talbots 14(T)40 Revolve Clothing 14(T)40 Forever 21,Inc 14(T)40 Fast Growing Trees 14(T)40 Gardeners Supply Company 14(T)40 ULTA Beauty 14(T)40 RetailerRankTotal Score(65 Points Possible)KEH,Inc.15(T)39.5 REI 15(T)39.5 Tapestry 16 39 Chicos FAS,Inc
66、.17(T)38.5 Yeti 17(T)38.5 Tractor Supply Company 18(T)38 OpticsPlanet 18(T)38 BuildDirect 19 37.5 The Childrens Place 20(T)37 HP 20(T)37 AmeriMark Direct 20(T)37 Columbia Sportswear Company 21 36.5 Under Armour 22(T)36 Decker Brands 22(T)36 Casper Sleep Inc 22(T)36 BJs 23(T)35 Peloton Interactive 23
67、(T)35 Neiman Marcus 24(T)34.5 CVS Caremark Corporation 24(T)34.5 Richline Group 24(T)34.5 Weber-Stephen Products LLC 25(T)34 Tiffany&Co 25(T)34 Sears 26 33.5 VIPOutlet 27(T)33 Signet Jewelers 27(T)33 Army&Air Force Exchange Service 28 32 VMInnovations 29(T)31.5 Academy Sports+Outdoors 29(T)31.5 Micr
68、osoft Corporation 30 31 Galderma 31 30 Vizio,Inc.32(T)28 Floor&Decor Holdings,Inc 32(T)28 Tempur Sealy International 32(T)28 Bluestem Brands 32(T)28 Beachbody,LLC.33 27.5 Duluth Trading Company 34 26.5 Menard Inc.35 26 1Sale 36 21.5 The Estee Lauder Companies Inc.37(T)21 Soriana37(T)212021 RETAILER
69、WEBSITE PERFORMANCE EVALUATION10Appendix B:Methodology,Criteria,and Ratings Methodology As in prior years,RSR began with a list of roughly 80 retailers,all with a strong eCommerce presence.This year we focused on brands whose rank fell between numbers 45 and 200 on the Internet Retailer Top 500 list
70、.As in years past,we eliminated all retailers that offer subscription services,as well as those selling auto parts.Each retailer falls squarely into a standardized retail category(such as Apparel/Accessories,Sporting Goods,Health&Beauty,etc.).The list of brands that we evaluated is found in Appendix
71、 A.As usual,we evaluated these brands website performance across multiple criteria(listed in Appendix B).Most of the criteria reoccur to enable year-over-year analysis,(speed of site-load,does site performance impair shopping experience?),but this research is evolving,and this year includes multiple
72、 new tests,including earnable points for site personalization and an engaging checkout process.We also surveyed more than 1,000 US-based consumers ages 18 and up,to get their perspective on how online retailers are doing in terms of site performance.This data appears throughout the report and provid
73、es first-hand context for what shoppers deem most important,as well as their behaviors for when things go awry.The evaluation took place in the summer and early fall of 2021.An overview of the results for every retailer and category is also included in Appendix A.Retailer Scoring:Criteria Our scorin
74、g scale is comprised of 65 maximum possible total points allocated based on detailed criteria.Below is a sample of some of the criteria for infrastructure,shopper experience(comparing both mobile and desktop),and checkout processes.InfrastructureTime to first byte-PDP3-Under 100ms2-100-600ms1-601-10
75、00ms0-Over 1000msWhite page time/time to start render-Home Page3-less than 2s2-2 to 3.4s1-3.5 to 5s0-greater than 5sLast Byte-PDP3-less than 500 ms 2-less than 1.25 s 1-Less than 1.5 s0-greater than 1.5 sCore Web VitalsLargest Contentful Paint(LCP)3-2.5 seconds or less2-2.5-3.0 seconds1-3.0-4.00-gre
76、ater than 4 secondsCumulative Layout Shift(CLS)3-Under 0.1 2-0.1-0.17 1-0.18-0.250-greater than 0.252021 RETAILER WEBSITE PERFORMANCE EVALUATION11Page Load TimesTime to document complete 3-Under 3 seconds2-3-5 seconds1-5-10 seconds0-More than 10 secondsDelta between fastest and slowest load times3-l
77、ess then 500 ms variation2-500ms-2 seconds1-2 seconds-3 seconds0-more than 3 second variationSPA2-Yes0-No1-Partial0-Unknown3rd Party Performance ImpactNumber of 3rd parties on Home Page3-More than 602-45-601-21-440-20 or lessPercent of load time from 3rd parties 3-50-85%2-40%to 49%OR 86%to 100%1-20%
78、to 39%0-less than 20%OR greater than 85%”Number of 3rd parties on Product Detail Page 3-More than 602-45-601-21-440-20 or lessAvg time on site3-5:01 or greater 2-4:01-5:00 1-3:01-4:00 0-3:00 or lessShopper ExperienceImage use:Cool/cutting edge options3-Above the norm2-Average1-Below average0-Severel
79、y lackingDid site performance impair your experience navigating the site?3-No impact2-Slightly noticeable impact1-Annoying interference with shopping journey0-So annoying I would not have shopped this siteHow many different types of third parties are available on the site?Categories includeLive chat
80、,recommendations,personalization,ratings&reviews,social embeds,localization,commerce search,a/b testing,ad tech,analytics,customer service,marketing tech3-11 or more categories2-9-10 categories1-7-8 categories0-6 or fewerDo they have good social media shopping and checkout?(Facebook,instagram,pintre
81、st).Are we rewarding them for staying within social site?3-can checkout within all three2-21-10-no check out experience on social2021 RETAILER WEBSITE PERFORMANCE EVALUATION12Did you physically see a jump/shift/stutter while you were shopping?3-No 2-Once1-Twice0-Yes,many timesIs it a great mobile sh
82、opping experience?-Is it easy to navigate?-Responsive design when phone turned sideways?-Is it modern?Tiles?Sideways?-is it focused?-catalog return experience-Is it easy to add stuff to your cart?3-Better than DT site2-Identical1-Worse than DT site0-No mobile siteCheckout Process“Memory/Personalizat
83、ion(Brand new browswer established before first visit.Items shopped,one placed in basket.Checkout nearly completed.Cookies not cleared.Identical browswer used for 2nd visit)”3-Effort made to save abandoned cart at exit/via email2-Abandoned cart restored upon return visit1-Product suggestions upon re
84、turn based on previous visit0-No recall of any kindCheckout Process3-Paypal+Other wallet+Discount+CC2-Paypal+Discount+CC1-Paypal+CC0-Just credit cardNumber of services running on checkout form3-5 or less 2-6-10 1-11-19 0-20 or moreEase of checkout process3-Easier/faster2-Same as DT checkout1-Annoyin
85、g interference with shopping journey0-I would not have shopped this siteAppendix C:About Our Sponsor Leading brands such as Ann,Inc.,Carters,J.Crew,Lands End,Mattress Firm,Nutrisystem,Ralph Lauren,and Samsonite rely on Yottaa to accelerate,optimize,and secure their eCommerce sites.By optimizing the
86、loading of 3rd party eCommerce technologies,high resolution images,and other website elements,Yottaa enables online brands to deliver superior customer experiences,improve web performance up to 60%,and increase online conversion up to 20%.By controlling the execution of all 3rd parties and other ser
87、vices on their sites,Yottaa enables brands to enhance their overall security posture,provide more secure customer experiences,and ensure compliance with internal and external policies.To learn more about how Yottaa can optimize every page load on your eCommerce site,please visit or follow yottaa on
88、Twitter.Appendix D:About RSR Research Retail Systems Research(“RSR”)is the only research company run by retailers for the retail industry.RSR provides insight into business and technology challenges facing the extended retail industry,providing thought leadership and advice on navigating these chall
89、enges for specific companies and the industry at large.We do this by:Identifying information that helps retailers and their trading partners to build more efficient and profitable businesses;Identifying industry issues that solutions providers must address to be relevant in the extended retail indus
90、try;Providing insight and analysis about a broad spectrum of issues and trends in the Extended Retail Industry.Copyright by Retail Systems Research LLC All rights reserved.No part of the contents of this document may be reproduced or transmitted in any form or by any means without the permission of the publisher.Contact for more information.