27 November 2014
Shipping is increasingly being used as a part of retailers’ larger strategy to take back customers lost to online competitors and win customer loyalty beyond the holiday shopping season. “No matter what you sell online, your customer is also an Amazon customer. That’s who they’re competing against,” said Steve Osburn, a director in Kurt Salmon’s Retail and Consumer Practice, when discussing how more than eight out of 10 retailers are offering some option for free delivery. “Right now, they’re doing it to maintain their customer or get their customers back, and at the same time they’re trying to figure out how to do it profitably,” said Osburn.