Survey Says: 64% Find Free Shipping the Most Effective Promotion
Online retailers know a good promotional gambit when they see it. Thanks to the success of free shipping offers by Amazon.com and Walmart.com, e-retailers both big an small are using this effective tool to boost both sales and visibility, according to a survey released Nov. 10 by Stamps.com.
According to the "E-commerce Shipping Practices Survey," 64% of respondents reported free shipping -- with or without a minimum order -- is the most effective promotion for driving holiday sales. More than 50% of responding merchants planned on offering free shipping on more products this year than in 2009, reflecting earlier success with similar programs.
The survey also revealed:
- 43% of merchants would provide this service for 51% to 100% of their merchandise.
- 66% who require a minimum order to qualify for free shipping set the bar at $50.
- 82% of e-retailers use 3 to 5 day delivery service for free shipping offers.
- 48% reported keeping costs low for the consumer was their main consideration when shipping to international destinations.
In second place was another shipping deal, in which 26% of respondents selected discounted shipping as a high-impact tool for driving sales. This might include cross-the-board offers of $1.99 shipping for all purchases, special rates for holiday shoppers, etc.
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