• About Tom Dougherty

    Tom Dougherty CEO, Stealing Share

    Tom Dougherty is the President and CEO of Stealing Share, Inc., and has helped national and global brands such as Lexus, IKEA and Tide steal market share over his 25-year career.

    An often-quoted source on business and brands, he has been featured recently by the New York Times and CNN, discussing topics ranging from television to Apple to airlines.

    Tom also regularly speaks at conferences as a keynote and break-out speaker. To find out more on inviting him to your speaking engagement and view a video of him speaking, click here.

    You can also reach him via email attomd@stealingshare.com.

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Target’s free shipping plan is not a big deal

Target just announced that it is going to offer free shipping on all orders over $25. Target’s free shipping offer does nothing more than make Target look like everyone else.

I tend to buy things off eBay and compare costs to items with free shipping. Around the big shopping holidays, retailers offer free shipping on nearly everything.

Target's free shipping won't make much of a difference.
Target’s free shipping won’t make much of a difference.

But Amazon Prime still beats them all. Even at $99 a year, it is a deal and you get free shipping on as many orders as you care to make in a year and you get it in two days. Besides, what can I not get at Amazon that I can’t at Target?

I get that Target is trying to cast a wider net, but it’s actually a desperate move in the face of the competition. The reality is that the US customer, in particular, has been conditioned to free shipping. I think that it is already a table stake in the retail category any more. Retailers like Amazon have taught us that.

This isn’t news. It’s catch up. And this is precisely more of the same from a brand that once stood up to Walmart by offering something different and better. Now Target is just the same and the same.

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