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In the ongoing battle for customers, more and more merchants (Nordstrom, eBay and Walmart among them) have been dangling the carrot of same-day delivery. It’s an enticing idea—and one that might also be a waste of time.
A new survey of 1,500 shoppers conducted by Boston Consulting Group shows that despite all the marketing hoopla around same-day delivery, only 9 percent of shoppers said the option makes a big difference. In fact, be it online or in a physical store, the factors that mattered more were lower prices (50 percent) and a free-return policy (35 percent).
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