Reveal The Integration Trap Of Shopping Mall

Integrals should be a "treasure" for businesses to win customers and retain consumers, but complicated rules of integration, many restrictive conditions and ubiquitous word games make many consumers love and hate a small scorecard. Whether it is Market General merchandise brand Counters or electronic mall, integral consumption has quietly become the first position of consumers and businesses "fighting the law".

Several persons Consumer For journalists, they spend more money than buying flowers directly. Some businesses can simply hide and hide, or even change the rules of the game directly.

　　 Integral or chicken rib?

Integral consumption is more expensive than direct purchase.

It is better to buy directly in the mall instead of buying cash with integral cash. A media survey has been conducted on the "consumer favorite shopping malls integration usage". The survey shows that the most popular thing is "integral cash or cash coupon". But now many consumers find that the cash coupon with integral replacement is getting more and more "chicken ribs". Sometimes, after using 200 yuan cash coupon, it is better to pay for it directly.

Miss Bai told reporters that he had used the new world department store in Chongwenmen to exchange 100 yuan cash coupon. "Ben thought it was white, and made a bargain." She said that the rules for the use of cash coupons are very complicated, and supermarkets, special offers and most of the discounted products can not be used. Cash coupons can participate in a full 200 yuan reduction of 80 yuan activities, but you can not enjoy discounts if you buy coupons with coupons.

Miss Bai counted out an account for the reporter. He saw a pair of outdoor boots with a price of 598 yuan, and the cash purchase was 50 percent off, which was 299 yuan after the discount. But if you use cash coupon, you can't buy it with "100 yuan cash coupon +199 yuan" instead of "200 minus 80" activity, which will be reduced to 438 yuan, and you can use up to 100 yuan cash coupon plus 338 yuan cash, which is more than 39 yuan more than direct purchase. (see Table 1)

In Huayu fashion shopping center, the "8 times integral" campaign makes consumers shout "extremely unkind". "In this activity, 400 yuan to 32 points, 800 yuan to 64 points, which is 8 times the total score?" a consumer expressed dissatisfaction.

According to the customer, Miss Liu, she bought a pair of shoes after the launch of the "cash in points". "The original price of those shoes was 698 yuan, participating in the" full 99 minus 50 "activity, reducing the total cost of 348 yuan. I thought that I added 316 yuan before I went back to the 32 points of Carrey, which was very cheap. But when I got to the cashier's house, I said," after using that 32 points, I need to pay 366 yuan! "

After consulting Miss Liu, she knew that the score of the shopping mall could not be directly spent as money, but that it was "before the original price" before participating in the activity. After the original price, the total price will turn to 666 yuan, less than the original 50 yuan, and naturally I will have to pay 18 yuan more. It's more expensive to use integral than it is. It's too flickering. " (see Table 2)

　　 Drag and pull

Special points for gift exchange did not arrive in a year.

In addition to shopping malls, many counters also have their own scorecards, and integral change is also an important means for brands to seize customers. This is the most common form of cosmetics. But some shopping malls have low scores and low efficiency. Many members have a negative impression on the brand.

Ms. Li, who lives in Xicheng District, told reporters that in January of last year, she used the more than 1000 points of the previous year to exchange a hand cream in Zeng Sheng Guang Guang Department's "superior forest" counters. At that time, the hand cream was not available, and the shopping guide said that they would arrive in April and notify her to receive the hand cream in the special cabinet after arrival. But until the end of April last year, Ms. Li did not receive a call from the guide. By the time of the May 1 holiday, Ms. Li came to the counter, and the shopping guide refused to offer gifts to Ms. Li on the grounds that "the goods had not arrived." Since then, Ms. Lee has repeatedly come to the counter to ask questions, and she has not received any gifts. Until the beginning of this year, she suddenly found that the "superior forest" counters of Zhuang Sheng Guang Guang Department store had been removed.

Then, in February, she contacted the shopping guide of "Zhuo Lin" counters, Fu Zhuo shop, which was interpreted as "staff's work mistakes". Fu Zhuo shop guide told her to leave her name, contact information, integral card number, exchange products and other information, and promised to deal with it immediately, but until the reporter sent the news, Ms. Li told reporters that he had not received any response.

It is not difficult to find out on several women's skin care websites that consumers who have had similar experiences with Ms. Lee are not in the minority. The reporter saw that a member of the Freeplus "Gemalto" was angry at the amendment of the members' statute. It turned out that "Freeplus" revised the membership regulations in July 2010, cancelled the way of counter exchange, needed members to exchange products online, and unsuspecting members rushed to the air. "Have you informed the members of the amendments to the membership regulations? There are objections to the score, but there are always fewer consumers, but I can give you less lines. Can you give me the product? "The member said in the Freeplus forum. {page_break}

　 Regular frequency variation

Electronic mall integration depreciation

Reporters learned from the cosmetics counters that although the articles of association are frequently revised, the content of modification is generally limited to "technical upgrading" such as exchange forms and procedures.

But consumers have reflected that the rules of integration in electronic shopping mall are changing frequently, and every change of rules necessarily means "depreciation" of integrals. This phenomenon is not only evident in some online shops opened by Taobao sellers, but also in some large electronic stores.

Ms. AI is the mother of a two year old child and an old member of the red children's shopping mall. In March of this year, she found that the more than 3000 shopping mall which had been saved for nearly a year suddenly became a "floating cloud".

"From my first contact with the" red child ", the family set the rules for cash exchange: 2000 points for 50 yuan, 3000 points for 70 yuan, and 4000 points for 100 yuan. I had more than 3800 scores a year ago, and I thought that I would buy another two barrels of powdered milk for 100 yuan. I called the order in March 1st, but the customer service staff said that the website was revised, and the points could not be exchanged for cash, and it could only be exchanged for gifts. AI said that the gift of "integral change" is useless, and it is not as much money as before. In this way, our score is in disguise "depreciation".

After registration, the reporter entered the red kid's "points exchange mall", and found that there were only 4 kinds of commodities to participate in the integral exchange, and the most popular one was the "open rice vegetable and fruit cleaning agent (lemon flavor) 400g" of the original price of 21 yuan. In the total conversion mall, the goods need 60 points +20 yuan cash for the purchase. It costs only 299 yuan to use a 50 yuan coupon, which requires 6000 points. And before February 26th, 2000 points can be changed to 50 yuan in cash, and there is no restriction.

"The most annoying thing is that, as an old client, I have not received any notice from the website of the red child beforehand." Ms. AI said, "when you promote sales, you send me emails and text messages regularly. When you want to change the rules, there are no website announcements. And when I was shopping in February 17th, there was no reminder of telephone service. Under the reporter's inquiry, 4 other red children mall members also said they had not received any prior notification from the website. "I feel that the red children have violated the consumers' right to know," Ms. Li said.

Yesterday, when the reporter called the red children shopping mall customer service, customer service personnel also said that the website did not advance the notification of the member integral modification.