Pulse Legacy Archive December 2011 | Page 13

Purchase Factor: Free Shipping Drives Online Consumers to Buy BY THE NUMBERS: ASIA PACIFIC SPA INDUSTRY According to the Intelligent Spas’ Spa Industry Report for Asia Pacific initiated by the Asia Pacific Spa and Wellness Coalition (APSWC), there are key business opportunities in the region. The report contains data on all 42 countries across the region, including the numbers below: 3,500 Number of spas currently operating in the Asia Pacific region. US$2 Billion 50,000 Approximate revenue per annum of Asia Pacific spas collectively. 60% Number of spa professionals employed by the Asia Pacific spa industry. Percentage of Asia Pacific countries considered emerging or potential spa markets. A ccording to a study by Forrester Research—a technology and market research company—the no. 1 reason consumers abandon their online shopping carts is a lack of a free shipping offer. Free shipping, for many online consumers who are used to big online retailers like Amazon.com offering such incentive, is an offer they have come to expect and even demand for when shopping online. Take a cue from retailers that have successfully used “free shipping” as a marketing tool to get online shoppers to purchase their products. Zappos and Piperlime, for instance, lead the trend with free shipping and free returns. Nordstrom joined in by announcing its “free shipping both ways, every day” policy in August. If you can’t afford to offer free shipping every day, attract consumers through “free shipping day” which proves effective among last-minute holiday shoppers who want immediate and convenient deals. Or, reward loyal online shoppers with a “member-exclusive free shipping.” Alternative Medicine Gaining Ground Among Medical Practitioners A health article on nytimes.com states that, despite some resistance by skeptical medical practitioners, research shows that Complementary Alternative Medicine (CAM) is gaining ground in certain doctors’ offices. This is according to a study by Harvard Medical School, released in May, which found out that one in 30 Americans—as many as six million people—have used an alternative therapy after a doctor recommended it. But it’s not just the general public that is actually open to trying alternative medicine. A recent report in the journal Health Services Research indicated that doctors and nurses are increasingly likely to try alternative or complementary medicines themselves. December 2011 ■ PULSE 11