Brand loyalty isn’t what it used to be, so when U.S. consumers are ready to start online shopping during the holiday season, they are willing to try a new product if they can get it at a good deal, according to a 2018 study by Nielsen Digital Shopping Fundamentals. Free or reduced shipping will also persuade a new customer to try a product. Thanks to Amazon, shoppers have become accustomed to free or low shipping charges. More than 74 million people subscribe to Amazon Prime, which offers free two-day shipping on various items.
Once a company gets a consumer to make that initial purchase, 58 percent will make a repeat purchase. Shipping is important for 40 percent of repeat consumers. Having a good deal on a product drops from 36 percent for first-time consumers to 24 percent for repeat customers.