The number one response from companies when the word “discount” or “sale” is mentioned in conjunction with their brand name is: “We don’t discount, it will hurt our brand”. This is true to a degree, however in the age on online retail and brands selling direct, we have to find a middle ground. And “Shipping” is the way around this.
According to Forrester research, the number one reason shoppers abandon shopping carts is the cost of shipping (44%). Let’s focus on this area of the shopping experience as it does not relate to product, but does effect a brands identity. Shoppers think HIGHER of a brand that offers free shipping vs less of the brand. A CHEAP brand can’t afford free shipping, where HIGH CLASS brands can.