Shipping charges and STDs

Shipping charges are making a come back. The glow of free shipping is giving way to the reality that advertising lower prices works, offers a very real advantage online, and allows more flexibility in promotions. Free shipping was never really free, and making the numbers work with free shipping all the time isn’t possible for many companies. All that said, it isn’t a surprise that one of the questions I’m getting a lot is “Do we have to put shipping charges in the catalog?”

Shipping charges are like STDs, if you have them, you need to tell anyone you are going to have a relationship with about them. Don’t make a big deal out of them, because no one wants to talk about them. Advertising “New, lower shipping charges!” isn’t really a win. Just make them lower and move on. Unless you are FREE, just say what you have to and get on with showcasing your awesomeness in other areas. Create a strong brand, engage customers, and offer amazing merchandise. Customers will love you even if you charge for shipping.

All the best,

Sarah Fletcher

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