Alternative Metrics, page-637

i think 8% is for the smallest retailers (highest default risk customers)

but that also buys you a new source of referrals, which for most stores is only second to google adwords

Increased basket sizes and conversion rates

buys you analytics into your business and product placement on your website

participation in sales events which many retailers have said is in their top few sales days of the year

got to look at all the benefits!