I am one of those people who can happily clip coupons for an hour, then leave them in my car or at home, along with my reusable grocery bags. I really would like to save money, but somehow the effort put into collecting the coupons is trumped by my haste to get the shopping finished.
So when I do remember the coupons, I find it extremely annoying that there are limitations in the fine print on said coupons. And it is almost always on the specific items I would like to purchase. The first time this happened, I intended to buy a make-up item, but naturally the brand I wanted was listed in the fine print as being among those where the discount did not apply.
The second time a nice coupon from being a member of some loyalty program came along, that same thing happened. I went to purchase the item, happy that I was getting a 50% break on the marked-up price, only to find out that said item was not included in the discount. “That just figures,” I snapped. I felt as though I had been duped again, lured into the store with what appeared to be something great, and then leaving angry.
Retailers, listen up! Either offer a coupon that applies to EVERYTHING. or do not offer one at all! Consumers join your loyalty programs left and right, only to discover that their savings are extremely limited, or their VIP coupons do not work on everything they wish to purchase. Lord knows you’ve already jacked up the prices to cover untold costs and still ensure a profit, so why limit what is supposed to be a reward? And you restaurants? Ditch the “buy one/get one half off as long as you buy two drinks” deal too! Every consumer out there knows your soda fountain syrups only cost the restaurant pennies! Why continue ensuring profits but losing customers this way?
Remember the rule: it costs you seven times more money to land a new customer than it does to keep a happy and returning customer.
Businesses simply need to stop toying with coupons and discounts to ensure they actually stay in business. And isn’t that what a business dreams of in this unstable economy? The next time you are about to offer a coupon, make sure it is genuine and all-inclusive, and then sit back and watch your customer base grow.