Dive Brief:
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Target is offering free shipping and free returns through Aug. 15, similar to its special shipping offer during the holidays last year.
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The retailer announced the limited offer Monday, as back-to-school shopping intensifies.
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The retailer said that its back-to-school season is second only to its holiday sales, and that last year's holidaytime free shipping/free returns period helped boost sales immensely.
Dive Insight:
As a variety of studies show that this year’s back-to-school retail season will likely be muted and not much of a season at all, Target has left nothing to chance. Or at least, Target is not leaving things to e-commerce friction, taking away any hesitation shoppers may have about shopping there at any channel.
At this point it’s hard to remember that the retailer has actually been among the last to remove shipping as an e-commerce barrier; for years it didn’t shirk from charging for shipping and later from its $50 minimum order. But it seems that Target can’t ignore the results it gets whenever it removes shipping costs (or minimums—it takes just $25 these days to earn free shipping from the retailer on any day).
“So we got rid of it,” said Jason Goldberger, president of Target.com, said in a keynote address in June at IRCE 2015, an e-commerce conference in Chicago, according to Internet Retailer. “The simplicity of the policy signaled to guests that shopping Target through the digital channel was simpler than ever, and sales soared.”
"We know shipping costs are an important factor when it comes to shopping online, and believe this provides our guests another reason to consider Target the most compelling destination for back-to-school shopping,” he added.