This is quite an insightful article by Malcolm Auld on why free delivery is the last thing you should be offering. Malcolm says that by offering the one thing that could be the difference between making money and not, retailers are potentially sending themselves broke. That can’t be good for business.
Our data analysis shows people often go in store and buy undiscounted or better brands than the ones featured on the email we sent. If your stats are saying something similar, or that for some people delivery isn’t an issue – speed is – maybe it’s time to rethink FREE DELIVERY as a marketing tactic.