I recently ordered a book off of Half.com and, being both frugal and patient, I opted for the Media Mail shipping method. I was delighted when the book arrived just a few days later in a flat-rate Priority Mail box.
Value is defined as the difference between what a customer paid and the perceived worth of what a customer receives. I paid for Media Mail shipping and received Priority Mail service, so, for me, the value of the book increased substantially. Now, the book I ordered was a 1500 page text, and pretty hefty, so it might not have been a significant difference between the cost to mail it Media or Flat-rate priority. But that’s not what I focused on…
…My focus was diverted to the value I received by a clever note written by the seller on the packing slip:
The seller reminded me that I paid for Media Mail by circling that point on the packing slip and let me know that I had received a free upgrade. In return, the seller asked me to leave feedback. Since the seller over-delivered in the transaction and exceeded my expectations, I almost tripped over myself in eagerness to leave a positive feedback for them. I actually spent sometime thinking about the feedback wording as well – something I haven’t done in quite a while.
The seller was also fairly new – with a low feedback rating (about 250) relative to the large number of books they were selling on Half.com. This could be a short-term tactic designed to rapidly build up their feedback ratings. If so, I would vouch for the effectiveness of it. Since economists have shown that higher eBay feedback results in higher revenue, it could be worth the investment.
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