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,
Did you enjoy this post? Sign up for more. [jetpack_subscription_form]
The Catalog Blog covers opinions and information on all things catalog. Have something to add? Leave a comment below. Catalog University is devoted to helping you get ahead in the fun and fascinating world of catalogs. If you want even more information about cataloging, including FREE Pub Talks, be sure to also sign up for the Cat-U mailing list. You’ll get a free copy of The Great Catalog Checklist and we’ll never share your name with 3rd parties.