A new study finds consumers are more willing to accept slower delivery from retailers when ordering products online if the retailers agree to donate to a charitable cause. Stefanie Robinson, co-author of the study and Poole professor, discovered which incentives resonate most with consumers through a series of six studies, involving over 2,000 participants.
“Retailers feel pressure to provide quick delivery to consumers, but the logistics of delivering purchases quickly can be costly and complicated—and may be subject to disruptions outside of the retailer’s control,” says Robinson. “To convince consumers to opt for slower delivery options, some retailers have adopted programs that offer consumers financial incentives.”
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