Richard Davis - Rebates - a hideously complex marketing scheme that, although quite ingenious, sucks for consumers.

Software Design Engineer

January 2009

Sun

Mon

Tue

Wed

Thu

Fri

Sat

Navigation

Home

SharpLogic Software

Blogroll

Ed Kaim

Rohan Singh

Tuesday, May 10, 2005

Rebates - a hideously complex marketing scheme that, although quite ingenious, sucks for consumers.

The word “rebate” invokes a variety of primal emotions, including fear, anger, hunger, and an itchy ancient cortex. It can also lead to a number of physical ailments including hair loss, old age, arthritis, paper cuts, and sometimes even lockjaw. While the cure may be many years away, support groups may be able to help. If you know of any, let me know.

I think that many consumers will buy a product over another similar one because of a rebate offer. Even consumers that have been burned by the rebate system before will repeat their behavior, hoping that this time they will win the lottery. They think that maybe there have been enough complaints by consumer groups since their last rebate attempt that it will be a smoother process now. I have received a rebate before, but it did require a few phone calls, emails, and general fuss to get it.

For me, there may be a certain monetary threshold to cross which forces me to take action like many others. I no longer buy products just because they have a small rebate attached to them. I know that it is not worth my time or aggravation. The sad part is that I am still slightly aggravated because I know that the business marketing teams are winning. Instead of playing the rebate game to save money, I think I will start a coupon collection. Just by themselves they are worth something like 1/1000 of a cent.

My most recent rebate redemption attempt starts at Staples. I purchased a wireless USB Ethernet adapter for my laptop and gathered all of the required rebate paperwork. Now, at this point, I was not sure if I was going to go through the trouble of filling everything out and sending it in. However, they now have this new rebate submission process code-named Staples Easy Rebates where you can submit for rebates online with no paperwork or UPC required for mail in. The submission process was very easy, except for the fact that it took three attempts to enter my information. After my submission I received this prompt email notice:

Thursday, March 31, 2005 2:25 PM
Subject: We got it. And soon you will get it back.
Thank you for submitting your rebate request(s) through Staples Easy Rebates.
We have received rebate information for the following product(s):
NETGEAR 54MBPS USB 2.0 ADAPTER
We will begin processing your request(s) shortly.

Much to my surprise I received this email next:

Wednesday, April 13, 2005 6:42 PM
Subject: The check is in the mail! (Really.)
Thank you for submitting your rebate request(s) through Staples Easy Rebates.
We have processed your rebate information for the following product(s):
NETGEAR WG111 54 MBPS WIRELESS USB ADAPTER
We have mailed out your rebate, so check your mailbox! You should receive it shortly.
Thank you again for shopping Staples and for using Easy Rebates!

They must have some very excitable people writing their automated emails! I especially like the way they worded their subject line in their last email to me. Unfortunately, I have not received the rebate check that is currently circulating in the mail system, desperately seeking to get to Washington, hoping dearly to find Redmond, itching to locate my street, and we will see if it ever arrives in my mailbox.

5/10/2005 9:56:05 AM (Pacific Standard Time, UTC-08:00)