Marketing scenario
What this scenario gives you
More repeat orders, fewer abandons caused by shipping cost, and better product value protection than with a percentage discount.
Bar or popup for a customer with purchase history, offering free delivery on the next order after a condition is met.
When it is worth using
- stores where shipping cost often blocks return
- products bought cyclically or as replenishment
- brands avoiding frequent product price discounts
When to skip it
Do not show free delivery if shipping cost eats margin or the customer already buys regularly without incentive. The benefit should remove a real blocker.
Implementation plan
How to set it up
Choose return segment
Target customers after a pause, product usage cycle, or return to category, not every recent buyer.
Set cart threshold
Free delivery should have a condition that covers logistics cost and encourages meaningful order value.
Frame cost as removed blocker
Copy should be simple: return for your products, delivery is on us after the condition is met.
Retention
Free delivery can beat discount on repeat orders
It works best when the message follows history: the customer bought before, returned for replenishment, or is viewing the same category. Then free delivery feels like a practical convenience, not a random bonus.
- Do not discount the product if shipping is the problem.
- Set minimum order value for profitability.
- Exclude customers with active free shipping from another campaign.
Condition
The benefit needs clear rules to avoid uncontrolled cost
Free delivery is simple for the shopper, but costly for the store if it works without thresholds, countries, delivery methods, and usage limits.
- Account for country and delivery method.
- Do not show benefits for products with special shipping.
- After purchase, disable this code message.
Example
A customer after 60 days can receive free delivery above a threshold
If the customer returns to a replenishment category, show a bar: free delivery on next order from 149 PLN. This is a natural reason to restock.
- Condition: previous purchase, pause, related category.
- CTA leads to category or cart.
- Measure repeat purchase, AOV, and shipping cost.
Measurement
What to measure after launch
Evaluate the scenario by shopper behavior and cart impact, not by impressions alone. These metrics help you see whether the campaign supports revenue or only creates activity.
- repeat purchase rate
- shipping cost
- next-order AOV
- margin after shipping