Best Buy Trains Shoppers to Distrust Pricing

DID YOU KNOW….

…that 86% of consumers are somewhat or highly likely to move their business to another retail brand when they encounter inconsistent pricing across channels?

It’s true, and here’s the source: 2011 Shopper Preference Study, RetailTouchPoints Whitepaper, August 2011

One would think that major retailers would know this. Best Buy obviously doesn’t know, or doesn’t care. It’s no wonder the press is all over the stories of their imminent demise.

All I can say is this. Good thing I did my pre-store homework, researching for a portable phone to replace one that no longer works. On the Best Buy website, I put one in the cart, but decided to visit the store since I was going to drive by it anyway on another errand.

The online price – $24.99 – either shipped or for store pick up. The in-store price – $34.99

I expressed my STUNNED reaction to the $10 upcharge to the sales guy, who offered to price match. Then, I followed him around to not one, but two in-store terminals so he could verify the online price. He then walked me to the register with a price adjustment slip, but when I checked out,  I had to wait even longer for a manager to come over and approve the transaction price.

NOT GOOD.

When I asked the cash wrap guy why, in today’s age of transparent information, there could be a ten dollar discrepancy on a $25 item, he just shrugged and said  “that’s a good question” as if he could have cared less.

VERY BAD.

I think Best Buy has the power and knowledge to fix this problem. I also think ShopperAnnie is not unique in saying she might be done with Best Buy if they don’t.

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