The Consumer as Grinch

Remember last year, when ecommerce was promising amazingly fast delivery on last-second Christmas shopping? Remember when that failed spectacularly due to inclement weather and stretching resources too thin? Todd Miller writes that ecommerce is more complicated than greedy, lazy last-second shoppers (such as Miller himself) might think. First, ecommerce orders are direct-to-consumer, and thus cannot be shipped in bulk. Second, there are peaks and valleys to sales according to what promotions are going on. And lastly, online orders just tend to be unpredictable at any rate. But because of the rising prevalence of 2-day shipping (and now overnight and same-day shipping), consumers are starting to take it for granted that it should not be a challenge to get a jacket from Malibu shipped to Tallahassee in the blink of an eye. Even worse, they expect a lot of the shipping to be free. Miller’s bottom line however is that consumers will end up paying more for these extreme services in the long run, whether directly or through item price tags. You can read his full article here: http://www.sdcexec.com/article/12019034/the-consumer-as-grinch

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