I Got an "A" In This Class

Buyer behavior analysis was a great class in my marketing track in college. I just think not enough people enrolled in it...

I get them all the time...spend $50, get $10 dollars off...spend $75 dollars, get $25 dollars off...you know the deal...the full color postcards that come in the mail from all your favorite credit card issuers.

The same postcards that you never seem to have on you when you happen to be shopping.

I thought, though, that I'd figured it all out. I placed all of these fancy discount cards in the one place I always am...my car. I have at least 47 for Bed Bath & Beyond...and one each for NY&Co. and The Limited. Conveniently, the other day when I decided to stop at the mall to buy a last minute get-up for my aunt's 40th birthday party, I didn't have to go home first.

But I wasn't surprised when I couldn't find the one I needed. I parked at the mall entrance of my choice, conveniently near the destination, and began to dig through my slowly building pile of money saving heaven. And then, I realized....ohhh no. Where is the one I need? Too tired and unmotivated to turn around, I shopped sans coupon.

At the register I asked..."Can I bring my receipt back with the coupon later to apply the discount."

Response, "We can't apply a coupon to a prior purchase." Huh, really? You CAN'T? Or you won't? I'm guessing the latter.

I'm a woman with an occasional cash flow that seems to burn in my pocket. Why, then, would you not want me to re-enter your store at a later date? Do you really think I'm going to come in and leave without a bag? Because I won't. But now, I have no reason to come back. At least not until I have another event that demands a slightly more fashionable appearance than what my current closet presents to me.

When I don't have my Giant bonus card on me, they let me type my phone number, or, they use a generic "good for anyone" card that they keep handily at the register. So why then, if you know you send at least 10 postcards a month (and somehow, I'm on the mailing list twice, so do the math) can you not apply the coupon if I say I have one. It can't be that unbelievable that I would.

Now sure, my guess is some people might take advantage and say they had a coupon even if they didn't. But so what? You're still making a sale, possibly gaining a new customer, and, you're saving money on the direct mail you might have had to send to get that person to come into your store in the first place. My bet is it all adds up.

It turns out that I'm returning half the stuff I bought anyway. This is called buyer's remorse...one who makes a purchase, and immediately regrets it afterward. So, after my return, the coupon wouldn't have made a difference because now I haven't spent enough to have used it in the first place.

Although, I wonder...if I'd spent less, maybe it wouldn't be worth the trouble of returning since I'd have gotten a good deal anyway...