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It's That Time of Season

Sure, it may be summer, but now's a great time to plan for winter sales.

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This story appears in the August 2003 issue of Entrepreneur. Subscribe »

It's no fun to think about winter while enjoying picnics in the sunshine. But for your e-marketing strategy, it's the perfect time to create offers that will drive shoppers into your online store this holiday season.

For instance, free shipping sells. This offer influenced 39 percent of orders during the 2002 holiday season and will influence shoppers again this year, according to a recent Bizrate.com study. But this is no longer viewed as an extraordinary offer. "Online retailers have created the expectation among consumers that free shipping is the norm, which puts pressure on retailers to run free shipping promotions into perpetuity," says Ken Cassar, former senior analyst at research firm Jupitermedia.

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