A
(2021·山东烟台一模)
The paper, published in May by the Journal of Marketing Research, analysed purchases made from a single large European retailer and found that free shipping did encourage customers to buy more. But it also increased purchases of items that historically have higher return rates, such as clothing or products from lesser-known brands. Thus, returns also increased as a result of the promotions, to the point where profits were erased.
In one part of the paper, during the typically four-week periods when free shipping was offered, online order volumes rose 11%. But when the cost of returns was compared with the sales proceeds(收入), the authors calculated that on balance the results for the promotion periods amounted to an average 0.7% loss.
In one analysis that ran for two months, the researchers found that the return rate for customers who bought low-risk products—like office supplies, or products from well-known brands—averaged about 22%.
In another analysis, the researchers attempted to better understand motivations of online shoppers by measuring their attitudes towards free shipping. They found two things were happening. First, consumers saw free shipping as compensation for taking a risk on a product. Second, feelings of gratitude for having shipping costs eliminated(消除) made them happy and thus more willing to make a risky purchase.
Prof.Neslin advises companies to look at whether their own free-shipping promotions are profitable before they launch such campaigns. Also, he advises companies to identify which products get returned more often than others and try to provide customers with more information about those products, so they can make more informed choices.
1.What erased the profits according to the first paragraph?
A.The risky customers.
B.The European retailer.
C.The returned items.
D.The lesser-known brands.
2.What can we learn from the passage?
A.Consumers risked purchasing a product when free shipping came along with it.
B.Free shipping encouraged customers to buy products from well-known brands.
C.Online order volumes rose only when free shipping was offered as compensation.
D.Purchases of office supplies also increased during the typically four-week periods.
3.What is the passage mainly about?
A.Low-risk products.
B.Return rates.
C.Increased purchases.
D.Free shipping.
