Fast And Free Delivery Drives Future Of Retail Market

Retailers need to acknowledge that customers, with the mentality described by consumer psychologist Kit Yarrow as “I Want What I Want When I Want It,” expect products they buy online to arrive at their door and at the same price as if they were bought in-store. Walmart launched ShippingPass, a two-day free shipping delivery with $49 annual membership fee, in order to compete with online retailer Amazon.com's Amazon Prime service. Consumer loyalty to Amazon, however, is driven by consumers' tendency to buy from a venue that offers the widest range of products that will arrive at their door at the lowest price in the shortest time.