As an avid online shopper, I thought it would be a nice idea to write a post describing some of the changes I would make to the J.Crew and its website if I were afforded the opportunity.
1. Advertise Free Shipping or Promotions
Many online retailers do this. Nordstrom offers free shipping on every order of $200 or more. This is always the case, year round. A holiday does not need to be approaching. It’s just a standard on their website. Bloomingdales also promotes its free shipping code, when valid, on the front page of its website. Zappos even goes as far to offer free return shipping on every purchase, and that’s after receiving free shipping on every order no matter how large or small.
These free shipping offers are either a standard or promotional. And when they are promotional, they are advertised directly on the website. There is no need to search the blogosphere for them.
2. Offer a Sale on New Items
Nordstrom has been doing this for many years. Every year, at the end of July, the retailer hosts an Anniversary Sale where it offers the newest looks for Fall at end-of-the-season prices. It’s a great way to drum up sales during a very slow time in the retailing world. I was just at the store the other night and purchased a pair of Ugg boots for $120. When prices go back up on August 4th, they will be $180. It was quite the steal.
Banana Republic even offered a similar promotion where shoppers could take 30% off their purchase of items from its Fall Collection. I only learned of this after going into a store and seeing the signs everywhere. My boyfriend wanted a pair of shorts, which I swore he would not find this time of the year. Sure enough, Banana Republic offered shorts in its Pre-Fall Collection and he got them for 30% off.
What are other retailers doing right? What keeps you going back to them? What are some other suggestions you have for J.Crew?
July 31st, 2008 - 8:39 am
I am more likely to purchase if I get free shipping on any purchase, regardless of amount spent. Studies have even proven this out to be the case for the general consumer. Given that J.Crew rarely carries my size in the local store I almost always have to buy online, and I would surely buy a lot more if I did not have to pay for shipping—and driving to the store to use the red phone defeats the purpose of the convenience and ease of shopping at home.
July 31st, 2008 - 3:13 pm
I wish JCrew would allow stackable promo codes like what the GAP group does. I was recently able to apply a 10% discount, $20 rewards card & a free shipping code to one order, paying only $25 for a pair of pants. I am sure I will be buying more JCrew if they allow stackable promo codes.
July 31st, 2008 - 3:20 pm
Yes! I agree, Maria. Stackable codes would be great. I would shop much more often if there was free shipping combinable with a percentage off.
July 31st, 2008 - 7:35 pm
I definitely agree with you two.
And with the red phone, I think it is a marketing strategy to get the customer into the store. Someone going to the red phone already has an item in mind, but it might be J.Crew’s hope that you see more in the store that you want to purchase.
In the past, when a free shipping code was not available, I would have to rationalize going to the store just to order one item. I would sometimes wait until I accumulated a list of items I wanted so the drive would be worth it.
August 3rd, 2008 - 12:32 pm
I have stopped even clicking on their links for “free shipping” bc I know I don’t want to have to spend their minimum for it.
August 3rd, 2008 - 6:15 pm
I agree. They should have lower minimums, or none at all, for that matter!