You may not get what you expect!
Retailing has become very competitive in recent years and too
many corporations, including some large retail chains, are using
trickery and deception in marketing. Misleading advertisements,
displays and labeling, and other sly tactics are too common.
Beating the competitor and the consumer, preferably within the
limits of the law, seems to be a retail marketing trend.
There are many ways: Store displays that attempt to sell items
that appear to be on sale but aren’t. Switch and bait selling.
Marketing to kids. The use of shock to increase ratings and
sales. Encouraging credit, gouging those that can’t afford
exorbitant charges when interest rates are at 45-50 year lows.
Then there is the small print, hidden charges, planned
over-consumption, self awarded awards, junk mail, telemarketing,
loud repetitive commercials, stupidity cards.
Working within the law or self styled guidelines is not good
enough, retailers must use strategies that are morally good. An
old retailing axiom used to be ‘The customer is always right’.
>From what I have perceived, ‘The customer is always ripe for
picking’ often seems more appropriate.
Unfortunately it does not help a great deal to complain to the
corporations as the processes are deeply rooted and are not
there by accident. ‘We aren’t breaking any laws’, or ‘We
strictly conform to guidelines set out by our association’, are
typical responses I have received.
But we must complain, to governments, consumer associations and
everyone who will listen, or we will be unable to blame anyone
when all truth is gone from the marketplace.