*NEWS*OFFICEMAX TO END MAIL-IN-REBATES

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*NEWS*OFFICEMAX TO END MAIL-IN-REBATES

 user 2006-07-17 at 11:03:00 am Views: 67
  • #16045

    OfficeMax:to end mail-in rebates
    NEW
    YORK – OfficeMax Inc., one of the nation’s leading office-supply
    chains, is eliminating almost all retail mailin-rebate programs – long
    a source of consumer angst – effective Sunday. Instead, shoppers will
    see immediate discounts in product pricing at the cash
    register.“Customers resoundingly told us they don’t like these things,”
    despite efforts to simplify the rebate process, said Ryan Vero,
    executive vice president and chief merchandising officer at OfficeMax.
    The retailer will still offer rebates on software products that have
    rebates as part of their packaging.The move by OfficeMax follows an
    announcement in April 2005 by Best Buy Co. Inc., the nation’s leading
    consumerelectronics chain, that said it will be abandoning all mail-in
    rebates in two years because of consumer complaints. According to Susan
    Busch, a Best Buy spokeswoman, the retailer has already eliminated the
    program on all notebook computers. C. Britt Beemer, chairman of
    America’s Research Group in Charleston, S.C., believes this will be a
    growing trend among retailers.“It is not a consumerfriendly strategy,”
    he said.The retail industry counts on shoppers not to redeem their
    rebates given the timeconsuming process. According to a recent
    America’s Research Group survey, if rebates were under $50, only
    one-third of shoppers who bought merchandise with mail-in rebates would
    actually send away for the refunds. If the rebates were from $50 to
    $100, that figure is 50 percent, Beemer said.The standard
    manufacturers’ rebate programs require a customer to save product
    receipts, fill out forms and ensure they have submitted all information
    within a specified time period.The Naperville, Ill.-based retailer,
    which operates 870 superstores, said the move came in response to a
    deluge of complaints from shoppers, who after waiting months to get
    refunds from manufacturers would storm into Office-Max stores.Even if
    it were a manufacturers’ fault, Vero said customers would blame
    retailers like OfficeMax, not the suppliers.OfficeMax’s move comes as
    merchants are increasingly becoming legally responsible for rebates.In
    March 2005, CompUSA Inc., the nation’s leading computer retailer,
    agreed to settle a government complaint charging the company with
    deceiving consumers who bought computer products but failed to receive
    promised cash rebates from $15 to $100 each.The Federal Trade
    Commission also called on CompUSA to revamp its rebate programs to
    guarantee consumers will get payments when they were promised. It also
    called on CompUSA for the next 20 years to ensure all manufacturers of
    products sold in its stores pay rebates promptly.The settlement marked
    the first time the government held a merchant responsible for rebates
    offered by its suppliers.Vero noted OfficeMax began working with
    suppliers late last year to eliminate the program.