Asked to identify the top-3 improvements to their online shopping experiences that would motivate them to shop more, 74% of consumers surveyed by the Boston Consulting Group (BCG) cited free delivery, according to a new BCG study. The study, which was designed to measure the market opportunity of same-day delivery, found just 9% of respondents indicating the ability to receive purchases the same day as a top-3 online shopping motivator, suggesting that this is of far less appeal to consumers than other factors such as lower prices (50%) and free returns (35%).
The high level of importance placed on free shipping and prices mirrors recent study results from Baynote, which found those two factors to be the most influential to holiday shoppers’ final online shopping decisions. An earlier study from comScore and UPS similarly found that shipping costs not only affect online customer behavior, but also customer loyalty. Read the rest at MarketingCharts.