L.L. Bean, founded in 1912, has always guaranteed 100% consumer satisfaction – no questions asked. I know because I once returned something I bought from them. Based on my experience, only a few other retailers offer the same guarantee – B&H Photo and Bloomingdales. Not coincidentally these vendors are my favorites and I use them for my purchases whenever appropriate.
Now comes word that L.L. Bean is about to start a new campaign offering free holiday shipping. (Mahoney, 2011) Good for them. A recent study from Kantar Media shows that 77% of respondents say that free shipping would encourage them to make online purchases, while 60% say they would avoid purchasing products online if they have to pay for shipping. (Loechner, 2011)
So what do you think? What motivates you more, fewer hassles or free shipping? Will either cause you to change your selection of preferred vendors?
Mahoney, S. (2011, September 16) L.L. Bean Rolls Out New Ad Campaign. mediapost.com. Retrieved September 21, 2011, fromhttp://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=158735
Loechner, J. (2011, September 22) Email And Fee Shipping Woos Online Shoppers. mediapost.com. Retrieved September 22, fromhttp://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=158777