Beyond Two-Four

I initially got excited when I got my birthday card from Guitar Center saying to enjoy $25 off my next purchase of $250 or more–by the end of Sept. Then I realized: That’s 10-percent, which I normally get off when I ask for it at my local GC (because I’m such a regular, I guess, and … I ask for it). In other words, it was a nice gesture, but somewhat hollow. Especially since, just days later, I got an email from GC advertising $20 off my next purchase of $200 or more. No birthday message was attached. It was a standard promotion.

Which, to give credit to GC, is what they are good at. I take advantage of these promotions when I can afford to, but I sense an extra step is needed, especially when targeting me directly for my birthday–or anyone.

A counter example: Mervyn’s sent me a $10 gift certificate for my birthday–no minimum purchase. Guess where I spent $70 the next day? It wasn’t GC. Mervyn’s represents an true market-based incentive; in other words, Mervyn’s makes the incentive more enticing with such a practice.

Finally, I had major glitches with a used Roland hihat pedal I got in a trade deal. It needed to be fixed but it was certainly out of warranty and I had no receipt for it. I sent it to Roland last Monday for repair. Today, Wednesday, guess what I received from UPS? A brand new Roland hihat pedeal.

Thank you Mervyn’s. Thank you Roland.