As retailers are still trying to work through their new-found infatuation with the idea of same-day deliveries, it's quickly becoming a love-hate relationship. Beyond Amazon's discovery that shoppers loved the concept of same-day but ended up not using it, it now seems that some U.K. retailers are willing to very heavily subsidize same-day delivery charges.
These chains apparently think shoppers would never pay full freight, so they're willing to pay the delivery service £10 and then only charge the shopper £6, according to the CEO of a prominent same-day retail delivery service in London, whose company is trying to move into the U.S. That calculation also assumes not that many shoppers will use the service. After all, there are only so many £4 haircuts a chain selling lower priced goods is willing to take.