TechnoLawyer

It happens to all of us all the time. You're just about to pay for an online purchase when you learn that adding $5 more will qualify you for free shipping (by pony express). You really don't need another copy of that R.E.M. album, but what the heck — the newly remastered version has bonus tracks and it sure beats spending your money on shipping fees. So did you just fall prey to a marketing gimmick or save yourself some money? It depends on your perspective. In this special holiday edition of TechnoFeature, reporter Jill Bauerle explores the big business behind free shipping offers. Her investigation takes her from the Wharton School of Business to two online retailers that buck the trend by offering "truly free shipping" with no strings attached.