Free Shipping: Managing Downstream Consequences

Action: Free shipping promotions aren’t new to catalog marketing. But downstream treatment of customers who respond via free shipping is a reasonably new concept.

For many catalogers, the holiday season is followed by a period of post-holiday sales promotions. By late January, you launch new spring merchandise. And you really want this merchandise assortment to be successful. It’s offered at full price, and you fully expect customers to pay for shipping and handling.