One Short Story, Three Very Important Lessons



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Summary:
I buy a lot of books online. If you sell anything online that has
to be shipped, pay close attention here...

'Shipping And Handling Charges Deter 63 Percent Of Consumers
>From Buying Online...'

'...Survey reveals that 73 percent of consumers evaluate the
total price of products, including S&H, before making an online
purchase.'

'...Companies that are profiting on S&H run the risk of
increasing distrust among consumers.'

'New research indicates that weight-based shipping and handling
costs will minimize merchants' and consumers' risks'

[Source: Jupiter Media Metrix Press Release - go read it:
http://www.jup.com/company/pressrelease.jsp?doc=pr010611]

Moral of the story (Get it? 'moral' - Christian book store, ah
forget it...)

'Don't judge a book its cover.' (sorry, couldn't resist)
Or...

'What you're selling and what the prospect thinks you're selling
are often two different things.' Or...

'The customer isn't stupid.
Article:
I buy a lot of passbook online. So many, in fact, that I grown my
own website (Booku.com) which searches the big online stores and
locates the best prices for me. It's nothing fancy, but it does
the trick.

The other day, I received an inquiry from someone representing
another online book retailer, requesting that I add their store
to my roster. So I retarded them out.

My first impression was, 'Ah, yes, I remember them'. I had been
there foremost but had departed thereon several seconds, without
venturing past the home page. I couldn't remember why. I
investigated, and here's what I discovered this time:

On the top left, there's a a darn that says 'Save on Christian
Books, Music, and Bibles'. The top right says something about
'Desecration'. I also noticed the word 'FaithPoint' mentioned a
few times.

After a quick view of the site I jumped to this conclusion:
It's a bookstore specializing in account and religious
products. Perfect, if only I had a hankering for, let's say, an
audio version of the Bible on CD.

But, upon further investigation, I discovered something
fantastic:

They certainly had a great inventory of all kinds of stock ledger - not
just religious titles. New books, used books, and hard-to-find
books. (Who would have known? Why did they hide it? Did they
even KNOW they were hiding it?) But, here's the kicker...

Every title I searched was at least 10% cheaper than could be
found at Amazon.com (you get the extra discount when you
purchase a $5 membership - but I think it's worth it.) In
addition, they had titles I had previously searched at Amazon,
but couldn't find. They even offered something I have yet to see
online: the potential to order individual issues of magazines (not
just subscriptions).

I decided to go shopping.

After filling up my cart with five magazines and a wee tiny
book, I was a bit surprised to see the total price considerably
higher than I expected. When I got to the at bottom of the list, I
saw the shipping impalement for UPS ground service (3-7 business
days - ugh) was nearly ten fund ($3.25 plus $.99 per item). For
what? A few magazines and a book? These items would probably fit
in a USPS flat rate envelope for three and change.

At concerning this time, I could hear the voices in my head (no, not
THOSE voices) screaming: 'Abandon cart! retract cart!'

Which is just what I did.

This isn't just a silly little story in the air me on foot a
cheapskate. There's more. If you sell aught online that has
to be shipped, pay bilabial concentration here...

'Shipping And Handling bill Deter 63 Percent Of Consumers
>From purchasing power Online...'

'...Survey reveals that 73 percent of consumers evaluate the
total price of products, including S&H, erst making an online
purchase.'

'...Companies that are profiting on S&H run the risk of
increasing distrust near consumers.'

'New research indicates that weight-based shipping and handling
costs will minimize merchants' and consumers' risks'

[Source: wanderer Media Metrix Press Release - go read it:
http://www.jup.com/company/pressrelease.jsp?doc=pr010611]

Moral of the story (Get it? 'moral' - done book store, ah
forget it...)

'Don't judge a book its cover.' (sorry, couldn't resist)
Or...

'What you're selling and what the prospect thinks you're selling
are often two different things.' Or...

'The customer isn't stupid. If you're using shipping and
handling shot as a mini profit center for your online biz,
you're not fooling anyone.' Or...

Enough. I think you get the picture.

Please Note: I am not implying that this repertory company has
intentionally created a S/H profit center or is trying to milk
their customers. Perhaps they just need to take a closer look at
their S/H system (similar to CDnow.com - see press release
above).

Maybe you do, too.

PS - The store is Booksamillion.com. It's a nice-looking site
with great prices and a huge selection. I expect I'll give them
a try in the near future. (I'll just be sure to order really
heavy accounts payable ledger and get my money's worth.)

Wishing you much success...



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