What is free shipping? For consumers, this is probably the first thing that they look for whenever they go to an online store. However, for merchants and business owners, free shipping is a very complex concept that could either help them or damage them. But to understand the concept of free shipping, you must look at it in business perspective and accept that free shipping is indeed a growing marketing tool.
If used effectively, free shipping could become a very successful marketing tool for many companies. Have you ever been in a situation where you are shopping for certain items online only to find out that you are $5 short of having your orders shipped for free? What you then do is you look for another item to purchase so that you can save up on shipping costs. What prompted your decision is not the thought of convenience it’s because you ‘rationalized’ that buying another item would be more convenient for you. Now who benefited from your rationalization? Is it you or the store? The answer would have to be both.
Are finally getting the free shipping concept? No? Well, if you think about it clearly, you would understand that free shipping as a marketing tool is successful because it plays on a customer’s psychology.
If you still don’t get it, ask yourself this: “Why do you shop online?” There are plenty of reasons why people shop online but all of it revolves around convenience. Because it would be more convenient for you to buy an item via ecommerce store rather than driving to a mall, you would automatically choose the more convenient option. The role of free shipping in this concept is that it helps people rationalize the point of buying in an online store. If the costs for shipping are too expensive for an item you could easily get by driving a few minutes from your house, then the rationalization fails. You will automatically go for the most logical choice.
If you go for Paper Mart shipping supplies because the free shipping offered is more convenient for you, as artificial or disillusioned as your choice may be, you would likely go for it. That is the point of free shipping. To make people think they have a choice between shipping with costs and shipping for free and this very reason is why free shipping works well as a marketing tool.