Regular readers of this blog will know that we often stress the point that free shipping is a key sales driver for ecommerce websites.
We were interested to see that M&S launched a 4 day promotion in November where shipping cost just 1p. Why go for 1p rather than free? Well, we think that possibly the clever marketers at M&S think that 1p will catch more attention than ‘Free’ as more and more ecommerce websites jump on that bandwagon in the run-up to Xmas. Amazon’s announcement to drop all delivery charges in the run-up to Xmas was expected and therefore maybe had less impact.
So, maybe the message here for online retailers is that you might create a bigger impact by choosing an innovative way to communicate your free or almost free shipping promotion.
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