Free Shipping Holds Value, Survey Finds

When preparing their next offers, multichannel marketers may want to take a second look at the value of free shipping. Its appeal to consumers appears to be growing. Such was the finding of the seventh annual Post-Holiday Customer Insight survey conducted by Decision Direct Research, the marketing research division of the list company the Millard Group. Of the 73,000 consumers who completed the recent survey, 61 percent said free shipping spurred them to shop from catalogs, and 53 percent indicated free shipping was the driving force in getting them to shop on a Web site. Here are some more noteworthy findings of the survey: