HMV Prices

bucks73

Below is the content of an email I received from a friend this morning. He received it from a friend of his who made the complaint in the first place. He says that the matter was also discussed on Today FM.





Wednesday, 13 August 2003



Mr. John Taylor
Marketing Manager
HMV U.K.
Film House
142 Wardour Street
London W1F 8LN
U.K.

Dear Mr. Taylor,

I have been a regular customer of HMV in Ireland since I moved to Dublin in 1999. I am an avid collector of films on both video and DVD and probably spend on average €80 per month toward my collection. My partner is a very aggressive collector of music, spending around €200 per month on music. I would estimate that we give 80% of our music and movie-buying business to HMV.

I am writing to you today to let you know that we will no longer be giving our custom to HMV. This past weekend we were shopping on Grafton Street in Dublin. We were drawn into the HMV shop by the large signs posted in your window advertising a buy one, get one free promotion you are currently running on DVDs. I had intended to purchase a film that day to add to my collection and was enticed by the offer.

When we started looking at the films that were part of your promotion we were shocked to see the prices they were being sold for – ranging from €29.99 to €44.99. Since I am a regular buyer of DVDs I have a good idea of what the going prices are for DVDs and was instantly aware of the blatant underhandedness of your so-called promotion. It was obvious that the prices had been inflated to compensate for the “free” DVD. Your promotion was only intended to sell your customer a second DVD that they may or may not have wanted under the guise that they would be saving money by getting a “free” DVD.

I have attached a copy of a spreadsheet comparing the prices of eight of your promotional titles with that of five of your competitors and the HMV on-line shop. I found these prices myself on the Internet and by ringing my local shops for quotes. They are all the exact same films, special editions etc., and I obtained the prices all on the same day. The Internet comparisons even include the costs for shipping and handling.

As you can see from my brief research your promotion is no promotion at all and in some cases two titles could be purchased from your competitors at their full price and still be cheaper than one of your titles at your inflated “promotional” prices. I am not a business minded person and I don’t know much about marketing but your attempt at fooling your customers is not very well disguised.

My partner and I have taken such offence to your insult to our intelligence and your attempt at greedily trying to trick us out of our hard-earned money that we will no longer give HMV our business. He and I work for companies with several 20-somethings on staff who are avid consumers of movies, music and games. We have brought this discovery to their attention and have shared the research with them. A few have already passed on the information to their friends as well.

Perhaps HMV is not aware of the current global economic climate. Maybe HMV thinks that consumers are making money hand over fist and spending it just as frivolously. It is conceivable that HMV is not aware that our Tanaiste Mary Harney is impressing upon us how important it is to compare prices and shop around due to companies like yours who are more interested in ripping us off with underhanded marketing ploys than giving us a fair price and good value.

People in Ireland are very aware of fair and unfair prices, Mr. Taylor. Every week there are stories of businesses closing down and hundreds of people losing their jobs. The cost of living in Ireland is one of the highest in the European Union. We are aware more than ever of how much things cost and where we want our money to go.

Is it because you are an entertainment-oriented company that you feel your customers will tolerate overpriced products and marketing manipulation? Is HMV aware of the growing popularity of Internet based companies who are happy to give customers fair pricing, value and service? Maybe HMV should spend less time thinking up ways to trick customers into spending more and figure out a more respectable and respectful way of gaining and keeping customers.

I am one customer that your little trick did not work on, Mr. Taylor. Not only did you not sell me that extra DVD that I had no intention of buying but you didn’t sell me the DVD that I had intended to buy AND you have lost my partner’s and my business and respect indefinitely. The people I work with, all of my friends and anyone any of them pass this information to will think twice before giving HMV their business as well. I call it my “piss one cautious customer off, lose ten customers free” promotion!

Sincerely,

Sleipnir

this is flying around via email.
see here
link

bucks73

Thanks Kananga.

Didnt see that thread. Thought I might have been on the wrong forum anyway.