Keep your eyes on the prize -- and price

With the migration of Black Friday and Cyber Monday sales to Canada, shoppers have additional opportunities to lock in savings on gifts for family and friends or a special treat for themselves.

While the sales are tame compared to some of those experienced by our American neighbours, they nevertheless have piqued the interest of many curious shoppers.

You can count me in on the action. I am always on the hunt for a bargain and I enjoy sifting through newspaper ads, flyers and websites or visiting stores to find the best deal possible.

Pre-Black Friday sales were evident at
several Toronto Eaton Centre stores this week.
                      

While I have always been wary of the door crasher, limited quantity and Up to 75% off promotions that some retailers use to drive traffic, I have noticed with interest a rise over the past couple of years deals that offer gift or money cards or coupons of varying amounts that are packaged with special purchases.

On the surface, they sound pretty good. How can you go wrong in getting $60 in gift cards on a $250 purchase. In theory, that represents just under 25% off your purchase. Not bad.

Here's where it gets tricky. I've noticed some major retailers include asterisks that guide you to another page of their flyer with terms spelled out in fineprint that requires a magnifying glass and a second and sometimes third read.

When you process all of the conditions and terms involved, these promotions require another -- and sometimes multiple -- purchases to yield all the savings involved. In many cases, the additional purchases dilute the savings substantially. So, I'm not sure about you but 13% off doesn't really excite me, particularly with extra purchases and funds required.

I've also noticed that another popular sales promotion -- the BOGO (Buy One Get One) -- has also undergone some changes. What originally was a Buy One, Get One Free special -- or in essence, 50% off the collective items -- has been reduced by some retailers to Buy One, Get One for 50% off or in reality, 25% off the two items.

While I realize that retailers are just trying to maximize their profits, the reality is that they are operating in a competitive sector and need to drive sales to keep market share.

If businesses are looking to retain loyal customers or attract new ones, I think it's important that they be very clear and transparent with their pricing and selection upfront. Flashy marketing campaigns or complex promotions may get people in the door or to visit a website but are likely to fail in earning initial or repeat business.

The good news is that some retailers get it. Over the past week, I came across:

• A major sports retailer that offered a $25 instant rebate off a purchase of $100 or more with limited conditions, and
• A national bookstore chain that offered a 25% off coupon over a four-day period that once again featured few and very clear conditions.

In the latter case, lines were long during the lunch hour on a Friday at one of the downtown Toronto locations, demonstrating that customers found the promotion enticing.

So, as you prepare for the onslaught of sales that will continue over the next month, don't be afraid to take a step back and scope out all of the 'deals' that you come across. The extra effort won't only save you some money but also time and aggravation.

Sounds like a great way to ring in the Holidays and New Year.

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Complimentary Bonus Content (Honest! No conditions, no fineprint, no coupons required!)

• Report on BOGO promotions (includes study about Hershey Kisses)
• Montreal Gazette Buyer Beware article
• Toronto Star article on retailers sitting out Black Friday
• Globe and Mail article on struggling Canadian retailers

Survey Says: Keep it Short and $weet

       Retailers share the same passion for
surveys as late game show host
Richard Dawson.  (AP photo)

If you are a fan of old TV game shows, you probably caught a few episodes of Family Feud, which was hosted by Richard Dawson.

Besides being known for fraternizing with families, the spirited host also became famous for the catchphrase "Survey Said!"

Almost 20 years later, surveys remain a popular part of our culture, particularly among bricks and mortar and online retailers. Some companies and financial institutions also conduct telephone surveys to gauge customer service following business transactions.

The messaging on most surveys that I've come across is consistent, including a variation of "Tell us how we did today." Some build in a stronger call to action such as "Your opinion counts."


A variety of retailers are eager for
your feedback through surveys.

With so many surveys in circulation, it's little wonder that many consumers ignore them. One industry expert estimates that the response rate to surveys has dropped from 20% to 2% over the past 20 years. Some chalk it up to survey fatigue.

As someone who actually fills out some surveys (see my list of favourites below), I can tell you what I think is the secret sauce to successful surveys from a consumer's perspective:

1. A survey that only takes about five to seven minutes to complete and features quick questions about service, quality and price but refrains from intrusive questions about exact income or age, and
2. Offers a guaranteed incentive such as a discount or free item on a future purchase.

While the first condition is slightly negotiable, I've recently taken a stand on the second point, ignoring any surveys that don't offer an incentive or involve a "draw" for cash or gift cards.

While my stance may seem a bit capitalistic, I think it is only fair that I receive some type of reward for my time. Also, I would argue that any survey that offers a small incentive is actually a win-win situation. The consumer is rewarded for the time and effort involved in providing their feedback while the business benefits from this input and also from the repeat business -- business that could go to a competitor instead.

So, the next time a company asks you to complete a survey because they value your opinion, don't be afraid to ask "What's in it for me?" After all, there is nothing wrong with earning or saving a few dollars for providing some sense.

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Michael Tee's favourite surveys with small incentives:
Top pick:

• Pizza Pizza: This popular chain offers a free food item -- including a tasty meatball sandwich -- simply by completing a survey and providing the survey code with a future order that is $9.99 or more. Total value: About $4.00.

Best of the rest:

• Burger King: For completing its survey, this chain offers a free whopper or chicken sandwich with the purchase of medium fries and a medium drink. Noting current combo prices, the value of the survey is about $3.00.
• McDonalds: This chain offers a free medium fries and medium drink with the purchase of a range of burgers or sandwiches with a completed survey. Noting combo prices, the value is about $2.50.
• Wendys: This chain offers $2 off the next purchase of a large sandwich or salad with the completion of its survey. The downside compared to the others is you have to provide your email address to receive the survey code to write on your receipt.
• Rexall: This national drugstore chain offers a $2 discount on a future order of $20 for completing its survey. However, considering that there is currently a coupon flying around with the same value, you may want to take the easy route.

When the customer is right -- even when they're wrong

There probably isn't a week or month that goes by that you haven't had a customer service experience that is memorable for being positive or negative.

Whether it's buying an exotic beverage at your favourite coffee shop, shopping for groceries or making a big ticket purchase, these experiences can help shape who you reward with your business.

With Twitter, Facebook and other popular forms of social media joining the mainstream media, it's easier than ever for consumers to air their grievances about receiving bad customer service. Businesses can no longer hide behind a rock and hope the next day's newspaper or newcast moves on to another story.

It's rare that good stories get any play since they aren't as sexy or controversial. Healthy, successful companies with a long track record -- or those on the rise -- have to be content with a link between customer satisfaction and rising sales.

One company that deserves credit for going to extra lengths to keep its customers happy is Amazon. Let me tell you why.

Earlier this year, I took advantage of some great deals using Amazon's "Bargain Books" text link. In my rush to lock in some of the titles that caught my attention, I inadvertently ordered two copies of retired pilot Capt. Chesley 'Sully' Sullenberger's book Making a Difference.

A second copy of 'Sully' Sullenberger's
book will find a good home shortly.

I didn't realize my error until the order arrived in the mail and I found two copies of the book. At first, I thought Amazon made an error and gave me two copies by mistake. However, when I scanned the invoice, I noticed I had in fact ordered two copies and been charged for both ($4.55 per copy).

For the first time ever, I sent an email to Amazon, noting my error and asked if I could return the book and receive a refund. I was surprised to receive the following email the same day.

'I apologize for the inconvenience caused due to this order...In this case, there's no need to return the item for us to issue a refund. You're welcome to keep, donate or dispose of it--whichever option is most appropriate and convenient for you. I've requested a refund for CDN$ 4.55, the cost of the item and shipping costs (if any)...

I hope this solution works for you. We look forward to seeing you again soon.'

In addition to being impressed that Amazon was willing to provide a refund for my error and allow me to keep the extra book, I was also shocked that the refund was processed the same day that I sent the email.

In doing some research on Amazon founder and President and CEO Jeff Bezos, I shouldn't have been surprised. A Forbes article on Bezos chronicled how he has nurtured an exceptional customer service culture at the company since it launched in 1994. It's this strong commitment -- combined with low prices and a great selection of products -- that keep customers such as myself coming back.

Jeff Bezos was named 
Time's Person of the Year
15 years ago (1999).

As for the second book that I received in error, I'm pleased to tell you it will be going to a good home shortly. I plan to give it to a local charitable organization along with some toys my family drops off before the holidays each year. It's a gesture that I am sure Jeff Bezos would appreciate.

Bonus content:

• Why I ordered Sully's book (twice by accident): Video coverage of his daring rescue on January 15, 2009
• Conde Nast feature on Sully Sullenberger/Making a Difference book
• Entrepreneur magazine article on customer service