As a follow up to yesterday’s post regarding the rise in thrifty consumer behavior, I heard this stunning statistic this morning on “Morning Express with Robin Meade”: A recent PayPal and comScore survey found that 43% of online shoppers do not proceed and purchase items, abandoning their online shopping carts, due to shipping rates that are viewed as too high. The article quotes a research expert who notes that free shipping is an effective lure for customers who don’t like paying for shipping when considering their purchase options.
Understanding that some states may not allow for free shipping of wine, here’s a thought for my friends at wineries and wine retailers: you may want to find another attractive lure to negate shipping costs in the wine consumer’s mind. Some that I like when wearing my wine consumer hat include:
- An additional hand selected, surprise bottle (if laws allow…not sure if there’s an issue here)
- Fun, promotional items as a bonus (t-shirt, bag, rubber chicken a la Twisted Oak Winery)
- A favorite wine or wine & food pairing book with a personal note from the winery owner or winemaker
- A gorgeous picture of the vineyards or winery personalities with a note
These are just a few and I bet you can think of many more ideas. Just a little food for thought! 🙂