According to a survey conducted by Boston Consulting Group, only 9% of 1,5000 shoppers interviewed said same-day delivery and fast shipping was a factor that made a big influence on whether or not they purchase the product. Instead, in both online and in store facilities, the factors that really matter to customers is free-returns and low prices. Mel Wolfgang commented that "the reality is that people care about the basics-price and the ease of retuning the good"instead of instant gratification that most marketers think customer crave. So why are companies focusing so much attention on communicating fast shipping? It's not like it's a brand new idea.
I found this article to be really interesting because i have been noticing when I'm shopping online a lot of the stores are offering fast shipping but in order to get that instant gratification, i have to spend more than i originally intended. In my mind, and most college students I know, although fast is great, low prices and being able to change my mind without extra costs is the luxury i would rather have. Fast isn't always better. I would hear about how your compony is going to save me money instead of offering me benefits that often end up to be costs.
http://www.adweek.com/news/advertising-branding/shoppers-prefer-easy-returns-over-quick-shipping-148126
I have to say that I would agree with the majority on wanting fast returns and low prices for products that I buy online. If I'm dissatisfied with a product I've been sold, I want the return process to be easy and cheap so that I don't feel hassled because they messed up my original order. I really appreciate when a company will offer me free shipping to send a product back, or just having a cheap price for the product to begin with. Online services need to start thinking of the customer first so that they're more likely to buy online without the association of hassle and unwanted chores.
ReplyDelete