Looking at 27 sales transacted Monday just gone, 18 Sunday and 23 Saturday and comparing basket value, more than 20% were above $100.00 but less than $120.00. I’d note that 5% were above $120.00. What is interesting to me s the amount over $100 they were. The average is $1.50 with plenty at $1.00 or less above and only a couple above $10.00.
What’s my point?
I’m glad you asked … The proximity to $100.00 is interesting to me as $100.00 is the free shipping trigger on the website. The close proximity to $100 for so many $100+ baskets indicates the considerable interest in attaining free shipping.
I see these purchases within, say, $5.00 of $100 as being by people shopping to get free shipping whereas I see the purchases at $130.00 and more as being more about what they want than the free shipping trigger.
This is on my mind today because the trigger point for free shipping is something newsagents in particular have challenges with as they move their businesses online.
In my case, I set it based on guiding shoppers to spend more than the average. This has to be a core principle of any loyalty program and, free shipping, after all, is a form of a loyalty program.
To newsagents struggling to determine their free shipping trigger point, I’d note – you can change it easily so … start somewhere, gather data and adjust once you know more.