Having to Sign Up to buy stuff is BAD
Let me set the scene…
A well known store here in the UK is "Matalan" - they basically do the pile it high, sell it cheap sort of stuff, mainly clothes and homeware. I needed a cheap sunhat, so decide to take a visit to see if I can find one. And I do - just a cheap "fishing style hat" which will do fine. I get to the checkout, and give the guy the sunhat…and my cash.
Do you have a membership card?
No I don't, and I don't want one thanks.
Oh, you need a card for me to put this through the till (checkout machine)…
Sigh. OK, how do I get a card?
Well, you need to fill out this form which will then go to our head office. In the meantime you can still use the card until it's fully processed.
Hmmm. I'm not happy giving out details so decide to make the stuff up (I used M Mouse, Disneyland :D), as soon as I start writing, the checkout guy puts my sunhat through the bar-code reader. He proceeds to bag up my hat and give me my change and bag. So far, so good.
He then takes the form and sees that I've used false details. So starts having a moan about it - I can't deal with this, so ask for the form back…
He gives it back, I put it in my pocket and walk out. What can they do? Silly people.
The moral of the Story
Don't make people sign up to something they don't want in order to spend money at your store. Internet Marketers could probably learn from this as well!
Comment by HCG — June 28, 2006 @ 12:39 pm
I hate Matalan for that. I have a card that I signed up for about 3/4 years ago but apparently they won't accept it anymore because they rebranded the cards and re-issued all existing "members".
I asked my Mum if she'd recieved anything in my name recently and she said no. I sent Matalan an email asking why I was never sent a new card and would it be possible to use my existing one in the interrim. That was some time last year. I am still without card or reply!
Gah!
Comment by DotComDosh — June 28, 2006 @ 2:05 pm
I like places like Makro and Costco for that sort of thing. Six hundred different forms of ID, proof of VAT registration, company registration, inside leg measurements, jab certificate from the vet, etc.
The worst bit is, even when you are a member these places still have customer service that comes close to rivalling Ikea for crapness!
Comment by Toxie — June 28, 2006 @ 4:08 pm
That'll teach you to go shopping at pikey shops ;¬)
Comment by Chris H — June 29, 2006 @ 10:37 am
Indeed it is bad to make people sign up just to buy something.
I've just put together a joomla site using the virtuemart component to link to paypal. It takes the users email address, makes up a password and emails it to them during the purchasing process. They then get transferred to paypal to complete the purchase with all the password stuff going on in the background. Good thing is they proceed to paypal and buy the goods whether or not they bother with the password. Everyone's happy. customer gets a quick purchase process, joomla takes the info it needs and punters can login later and check their purchasing history, if they want to.
Result!