Online Re-Tales

One Man’s Multi-Channel Marketing Blog

What is it ComScore: Price Discounts or Free Shipping?

According to this article from Online Media Daily, ComScore: Economy Makes Pricing Prime Strategy, “To ride out the {economic} downturn, comScore’s top brass said that the free shipping deals, personalization offers and other perks that e-tailers typically use to entice shoppers should take a backseat to price-based promotions.”

According to this Internet Retailer article, Shoppers check out to see shipping fees, often leave because they`re high, “10% of those who abandoned purchased at larger merchants and 20% of those who left smaller retail sites pointed to lower shipping costs or free shipping” as a change that would have led them to complete the purchase.

So Online Media Daily says ComScore tells us to focus on price.  But InternetRetailer.com says ComsCore tells us people are most likely to abandon because of high shipping rates.

So what does a retailer do during a downturn ComScore?  Promote price discounts or free shipping?  You can’t tell us to do both.  The obvious direct marketing answer is to test which offer works best for your customers—and for you, the retailer.  You don’t need a ComScore to tell you that.

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June 3, 2008 - Posted by | Promotions | , , ,

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