When Shipping Costs Sink Sales: Brico & Pool’s Strategic Pivot

Introduction

Brico & Pool, a leading retailer specializing in swimming pool equipment and electrical cleaning solutions, faced a common challenge in the Home & Garden sector: encouraging customers to purchase large, expensive items despite significant shipping costs. By implementing AOV Free Gift’s Buy X Get Y campaign with carefully selected premium gifts, they successfully transformed customer hesitation into purchasing confidence, dramatically increasing sales of their high-ticket pool products.

Brand’s Challenges

As a specialized retailer offering “the best selection of pool items and electricity cleansing” products, Brico & Pool encountered several obstacles:

1. Customer Sticker Shock: High-quality pool maintenance equipment already carries premium pricing
2. Shipping Cost Sensitivity: Additional freight charges often pushed customers to delay purchases
3. Competition Pressure: Customers comparing total costs across multiple retailers
4. Value Perception: Need to demonstrate clear value proposition beyond just product quality

App’s Solution Implementation

Campaign Structure

Brico & Pool implemented a targeted Buy X Get Y campaign through AOV Free Gift with the following framework:

• Trigger Product: Pre-selected swimming pool items (qualifying products)
• Gift Options: Choice between two high-value items: Smart Plug Bluetooth or Electric Vacuum Cleaner

Campaign Setup

• Target Products: Pre-assigned swimming pool equipment items
• Promotion Card Display: Seamless slider integrated directly on product pages
• Gift Selection Interface: Clean, intuitive popup for final gift choice
• Inventory Management: Real-time tracking of gift availability

Why This Approach Works

1. Psychological Reframing: Customers focus on gift value rather than shipping costs
2. Choice Empowerment: Two options allow customers to select their preferred gift
3. Practical Value: Both gifts offer genuine utility beyond novelty
4. Quality Alignment: Premium gifts match the brand’s quality positioning

Results and Impact

While specific metrics are proprietary, Brico & Pool reported:

• Increased Conversion Rates: More customers completing purchases of large pool items
• Reduced Cart Abandonment: Fewer customers leaving due to shipping cost concerns
• Higher Customer Satisfaction: Positive feedback on gift value and selection
• Repeat Purchase Behavior: Customers returning for additional pool equipment

Key Takeaways

Strategic Gift Selection Excellence

• Choose High-Value, Practical Gifts: Brico & Pool’s success stemmed from selecting gifts with substantial retail value that customers genuinely want and will use. The Smart Plug Bluetooth and Electric Vacuum Cleaner weren’t just novelty items—they provided real utility that enhanced customers’ lives.
• Ensure Brand Alignment: Both gift options complemented the pool and home improvement lifestyle, reinforcing Brico & Pool’s positioning as a comprehensive home solutions provider rather than diluting their brand message.

Customer Experience Optimization

• Implement Seamless Integration: The promotion card feature on product pages creates immediate value awareness without disrupting the natural browsing flow. This proactive approach reduces cart abandonment by communicating value before checkout concerns arise.
• Provide Meaningful Choice: Offering two distinct gift options empowers customers and increases satisfaction. Choice psychology makes customers feel in control while ensuring there’s an appealing option for different preferences.

Market-Specific Applications

For Home & Garden Retailers:

• Address shipping concerns proactively with high-value incentives
• Select complementary gifts that enhance the primary purchase category
• Leverage seasonal buying patterns for optimal campaign timing
• Focus on practical value over novelty to build genuine customer appreciation

For High-Shipping-Cost Products:

• Reframe the value equation to shift focus from costs to total benefits received
• Use premium gifts that justify higher total order costs
• Communicate gift value clearly and transparently to build trust
• Position shipping costs as part of a comprehensive value package

Universal Implementation Principles

• Understand Customer Psychology: Successful campaigns require deep knowledge of what drives purchasing decisions in your specific market. Brico & Pool understood that pool buyers value both technology integration and home maintenance solutions.
• Optimize Timing and Targeting: Apply campaigns selectively to high-value products during peak buying periods. Strategic targeting maintains campaign effectiveness while managing gift inventory costs.
• Test and Iterate Continuously: Monitor both quantitative metrics (conversion rates, AOV) and qualitative feedback (customer satisfaction, gift preference data) to refine campaign parameters and gift selection over time.
• Ensure Operational Excellence: Maintain real-time inventory tracking for gifts, provide clear terms and conditions, and ensure mobile-optimized experiences across all touchpoints to prevent operational issues from undermining campaign success.

Conclusion

Brico & Pool’s success with AOV Free Gift demonstrates how strategic gift campaigns can transform market challenges into competitive advantages. By understanding their customers’ psychology and selecting high-value, practical gifts, they successfully overcame the barrier of high shipping costs that traditionally hindered large pool equipment sales.

The key to their success lies not just in offering gifts, but in choosing gifts that genuinely add value to their customers’ lives while aligning with their brand promise of quality and customer care. The Smart Plug Bluetooth and Electric Vacuum Cleaner options provided practical utility that customers could immediately appreciate, making the overall purchase feel like an exceptional deal rather than an expensive necessity.

For retailers facing similar challenges with large, high-shipping-cost products, Brico & Pool’s approach provides a proven framework: understand your customer’s pain points, select gifts that provide genuine value, and implement the campaign seamlessly within the customer journey.

The success of this campaign reinforces that in today’s competitive e-commerce environment, it’s not just about having great products, but also creating an irresistible value proposition that makes customers excited to purchase, regardless of traditional barriers like shipping costs.