89% of Consumers Say Free Delivery & Handling Most Likely to Encourage Their Online Purchases
Jupiter Research found that 89 percent of the respondents to its annual Retail Consumer Survey Report indicated that free delivery and handling was the promotion most likely to encourage their online purchases. Moreover, the research found that 51 percent of online buyers opted for retail store purchases just to escape shipping and handling charges, and 49 percent reduced their purchases at certain online stores because of unexpectedly high or hidden shipping charges. The 2003 study categorized online shoppers based on how much they spent online in the past 12 months, and their responses to how strongly they agree with the statement, "I always buy from online stores that have been good to me in the past, even when offered discounts from competing online stores." The results on spending were almost evenly split at the $250 mark — 48 percent of the 1,952 respondents spent less and 52 percent spent more. Also, one-third of survey respondents reportedly made impulse purchases to take advantage of a promotion.
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