tag:blogger.com,1999:blog-32202893.post3689840974282889182..comments2023-10-18T08:32:17.510-07:00Comments on Kevin Hillstrom: MineThatData: Dear Catalog CEOs: Free ShippingUnknownnoreply@blogger.comBlogger3125tag:blogger.com,1999:blog-32202893.post-52664064200810718982011-04-04T13:43:56.912-07:002011-04-04T13:43:56.912-07:00Anonymous --- it is very easy to measure. In cata...Anonymous --- it is very easy to measure. In catalog or e-mail marketing, you give one segment free shipping, one segment doesn't get free shipping. You measure the difference, and you see the lift. All other marketing activities are spread evenly across the two groups.<br /><br />Linda, this is only a guess ... I think today, with few people offering free shipping in the month of April, you'd see a +25% or +30% (no hurdle) for those who offer it vs. a -3% for those who don't. In five years, when almost everybody offers it, you'll see a +3% for everybody who offers it, vs. a -25% or -30% for those who don't. Just my opinion.MineThatDatahttps://www.blogger.com/profile/14014200122021988374noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-2487926604725415512011-04-04T13:12:19.905-07:002011-04-04T13:12:19.905-07:00Great points as usual, Kevin. I'm interested i...Great points as usual, Kevin. I'm interested in how much revenue you think may be lost by not offering free shipping, how much does a competitor's free shipping cost cannibalize current sales? Do you see that happen or is it not much of a threat?<br /><br />LindaLinda Bustoshttp://www.getelastic.com/noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-85855056179851513402011-04-04T11:24:57.351-07:002011-04-04T11:24:57.351-07:00The 30% increase in demand seems a difficult one t...The 30% increase in demand seems a difficult one to measure given that marketing doesn't happen in a bubble (likely this isn't the only campaign that would affect demand - for example, other marketing campaigns, changing economic conditions, seasonality).Anonymousnoreply@blogger.com