Duane Gundrum Business,Technology,Television “See Price in Cart” is a crappy business strategy that needs to go away very fast

“See Price in Cart” is a crappy business strategy that needs to go away very fast

I received an advertisement from Sam’s Club today that listed a television on sale, but in order to see the price, you had to click it (as it listed “see price in cart”). One click later, I was now on a screen that told me to “add item to cart” AND NO PRICE. That took me to another screen with the wording along the lines of “complete transaction” and a button, AGAIN WITH NO PRICE. The next screen was a couple of listings of what the price used to be, and yet another button to make the sale (without the price yet). Look, I get the idea that you’re trying to get people to want to buy the product and are doing all sorts of psychological games along the lines of “well, if they click this many times to get to the price of the tv, they’ll eventually just decide they have to have it.” This is fine if we’re all multi-millionaires shopping in some boutique where “price is not a concern” but this is freaking Sam’s Club, not some posh place in Beverly Hills.

If you want me to buy your crap, tell me how much it is. If it’s cheap enough that I find it to be a bargain, I’ll buy it. If it’s not, then no amount of “keep clicking until you’re so worn down that you’ll buy it JUST TO GET OUT OF THIS NIGHTMARE” is going to make me pay more money for an item that I’m just curious about.

Companies really need to stop this crap because it so annoying. Customers aren’t lemmings, nor are they people who want to be herded towards your sales. Customers are people you should be trying to attract with good prices, good service and excellent products. Otherwise, your company and its business practices suck. Simple as that.

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