My wife wanted the latest smartphone. I didn’t want to pay full price. So when I heard Big Box Store had it for $100 less than anybody else, it seemed like a no-brainer.
10:00 the next morning, I went to Big Box ready to buy. I figured the process would take a bit longer given that Big Box doesn’t specialize in cell phones. Boy, did I underestimate what I was getting myself into.
For two hours, I watched the overwhelmed associate frantically trying to do the job of six people- running from the Cell Phone department to Photo, to Electronics and back. I think I was apologized to 14 times in that span.
Then there was the issue of installing the SD card. That was followed by problems in activating the new phone. I was even handed somebody else’s contract.
By 1:30 that afternoon, I had my smartphone. I was hungry. I was frustrated. I had lost half of my Saturday. Saving money didn’t feel very good at all.
Focused only on price, I failed to consider the other things I value like my time and the security of knowing the job was done right. In this price-obsessed culture we live in, it’s the reason it’s so important businesses continue to educate their customers on the value they can provide. Otherwise, those customers generally go to wherever is cheapest.
It turns out I was right about one thing- where to go to buy was indeed a no-brainer. I should have spent the extra $100 to go somewhere that was able to help.
Jason Epner
Advertising Consultant
KGYM 1600AM/106.3FM/107.5FM and KZIA-Z102.9
Work- 319.363.2061
Cell- 847.528.2583
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