Whenever I go to make a purchase at the local Borders, Barnes & Noble or other big box bookseller, I am invariably hit-up with the “Do you have/would you like/why wouldn’t you want/are you really sure?” sales litany for their member discount card. Eventually I have to get rude and say, “No, I don’t want your effing card.” I realize these are meant to build customer loyalty and the cashier is compelled to make these offers (by quotas, commissions or whatever), but I wish the execs at these companies would realize a few things:
- If I wanted to give away my email and personal info in exchange for a discount, I’d order from Amazon.com, where the discounts are often better, the selection is far greater and I get something in exchange for the diminished privacy (e.g. reviews and recommendations). Plus, my order can be delivered wherever I want it to go.
- I’m in their store because I want the experience of browsing, discovering and perhaps even reading excerpts of actual books. Or, I’m looking for a gift I need right at that moment. And, I’m willing to pay a bit more for not being hassled while I take my time or when I’m ready to leave.
- I don’t want anything else crammed in my wallet, thank you.
These big boxes shouldn’t be trying to compete with Amazon on price or selection but rather on delivering excellent customer service and an enjoyable retail experience—both of which they’re failing at because they’re hawking their member discount card when I just want to pay and leave. The last time I was at Borders, the cashier actually said “Gheez, people suck. No one wants to sign up for these today.” I replied, “No, we don’t ’suck.’ We just don’t want the effing card.”
