How stupid do they think we are?

[KC7CN]

They think we are very stupid... My biggest problem with Rockler is their marketing philosophy.

+2 Couldn't agree more.

[Uncle Cracker]

Even though the GATORs won you (Florida) are not half the customer base!

I meant the half of their customers who have to shop online, because we have no brick and mortars, or when they do have online sales, then there are those who have a store next door, but have to order and pay shipping to get the deals. Regardless of the promo, there is always somebody excluded, and that makes no sense to me. Why can't they give the deals to everybody equally? It works for Woodcraft. And Harbor Freight and the BORGs (and most of the hardware stores) will honor online prices even when items are not on sale in the stores. Maybe I'm just stupid, but I don't understand Rockler's attitude about it.

[cwithboat]

I actually find that add crystal clear. If you are a regular walk in customer...... and you are going there to buy two items anyway.......... you pick out two items that are not on sale.......... first one rings up at full retail... second one rings up at full retail but then there is another line on the receipt that credits you 50% for the second item. The grocery business has been doing the same thing for years. Yup you did the math and found out that your net savings is only 25%. Your individual item savings is 50% on the second item. Pretty darn clar to me.

Actually not true at my local grocery store (and as we are not really that far removed from each other, not yours as well). When an object is listed as 2 for $x they invariably give you one for $x/2. Which is 50%.

[sbs]

I actually find that ad crystal clear.

Ditto. The terms are very clear at first glance and I am getting 50% off.

[WoodDawg]

I actually find that add crystal clear. If you are a regular walk in customer...... and you are going there to buy two items anyway.......... you pick out two items that are not on sale.......... first one rings up at full retail... second one rings up at full retail but then there is another line on the receipt that credits you 50% for the second item. The grocery business has been doing the same thing for years. Yup you did the math and found out that your net savings is only 25%. Your individual item savings is 50% on the second item. Pretty darn clear to me.

+1

The ad is for 50% off a single item not your entire purchase. I guess if you buy three items then Rockler is really giving you the shaft.

[10sCoachRick]

Ditto. The terms are very clear at first glance and I am getting 50% off.

Oh, it's clear all right...after you eliminate ALL the brands and types of mdse mentioned in the exclusions AND you ignore all the items on 'sale' AND you find two items that meet the criteria that you actually want, THEN you get to save up to 25% off your total purchase.

My marketing degree did not focus on consumer sales but I also have a couple of decades in the specialty retail business and I believe there are quite a few basics that apply to retail. My top two:

A) Make it easy for the customer to know the price of an item. For every customer who is 'fooled' by some pricing trick, there will be many who react negatively to unclear pricing, sales with too many conditions, bait and switch, fraud, high-pressure tactics, etc. etc.

2) Give the customer a reason to act with some urgency if you are going to bother reaching them with an ad or promotion. Yes, you can draw them into the store with this sort of promo but don't disappoint them by excluding the vast majority of popular items.

I lived 4 minutes from the Sandy Springs, GA Rockler since it opened and can't tell you how many times I went to the store-coupon in hand- and walked out with nothing because of the 'exclusions'...easy enough to know that power tools and certain brands are not included in coupon deals but to find that virtually all of the 'interesting' items were marked down 5-10% so as to be eliminated from the bargain-hunting...well, let's just say it was lucky that Rockler was a few doors down from my favorite restaurant...easy enough to pop in to check out the deal of the day.

Did I ever pay full retail for items at Rockler?...you bet; would I pay a 20% premium for items that were readily available at the big boxes?...not unless Rockler could add some 'value' to my purchase(not always about $ if a store is more convenient, easier to shop, offers real help, or otherwise gives a reason to pay more). Rockler is good at some things...customer-friendly promotions may not be their strong suit. Just my .02 CoachRick

[BasementDweller]

I don't normally jump in on these discussions, but it's cold and I'm tired of clearing the snow off of the sidewalk...

As for the ad, I agree, it is completely clear. I get 50% off a second item.

It seems that Rocklers reputation is also on the line in this thread. I've only purchased a couple items from Rockler in my life. The nearest one is about an hour away. However, one item I purchsed came with a DVD to show you basic use of the item and how to set it up and tune it.

Some years after purchasing I needed to set the device up for a different operation and couldn't find the DVD. The DVD had been so nice I was really bummed that i lost it, it made setup a snap. I sent Rockler an email asking if I could purchase or locate a replacement DVD. The guy shipped me a replacement DVD for FREE. I felt it was great service. I'd buy something from Rockler again in a heartbeat. No comparison to the BORG and their crummy "service".

- BD

[Uncle Cracker]

It seems that Rocklers reputation is also on the line in this thread.

I have no complaints about their CS... It's their marketing direction I'm at odds with.

[Schleeper]

A not too close too examination reveals that this is no better than 25% off

Seattle Store News
3823 Stone Way North
(206) 634-3222

Dear customer,

Hey, at least you got the ad on time. Mine arrived today (January 10.)

[maxparot]

I won't even shop at my local Rockler store since an incident for black friday 3 years ago.
That year their ad didn't have the usual disclaimer for gift cards.
I went in to purchase gift cards at 25% off and they refused to honor their ad.
Not only that but they called the police and had me trespassed.
They have since moved locations, so I could go to the new location.
That won't ever happen. I'll find what I need elsewhere.

[fixedpigs]

Hey, at least you got the ad on time. Mine arrived today (January 10.)

you have twenty-one more days in order to use it...what's the problem...?
were you thinking that the year(09) was the day...?

[jhart]

I stop at Rockler a number of times per year for the last 4-5 years. Between the email promo's and the paper ads, they always have some type of coupon regarding % off, I think their disclaimer is pretty clear about tools and sale items. I use the promotions to buy things not on sale normally.
I also check the items on the web site, print out something I may want if the price looks good and if it is higher in the store, showing them the ad has never failed to have the stores match it.
All in all, I'm happy with the service at the local store. They seem to try to give me the best deal they can. Having owned some Electronics Stores in the past, I can appreciate that they need to make a profit to stay in business, while at the same time trying to do something to entice people to come in and buy something, especially in this retail climate.

[BrazosJake]

Rockler is probably my least favorite woodworking store, whether online or bricks & mortar.

[LCHIEN]

I actually find that add crystal clear. If you are a regular walk in customer...... and you are going there to buy two items anyway.......... you pick out two items that are not on sale.......... first one rings up at full retail... second one rings up at full retail but then there is another line on the receipt that credits you 50% for the second item. The grocery business has been doing the same thing for years. Yup you did the math and found out that your net savings is only 25%. Your individual item savings is 50% on the second item. Pretty darn clar to me.

ANd to boot your net savings is 25% only if the second item is identical in price to the first. If the second item is priced at half the price of the first then your savings just went to 16.6%.

My comment is that the advertising is in line with other retailers (grocery and dept. stores). Its clear but designed to make to make you initially thin you are getting a bigger deal (1st impression sticks) than you are after you read the fine print. (Okay, the small print. The really fine print is under the small print).

My comment on Rockler as a whole is I like the quality and selection of their goods, I like their on-line catalog, I just don't find their prices very compelling. And their retail store at 20 miles into heavy Houston traffic keeps me from going more often when they do have something good on sale - things in the $20 range I would buy on impulse.

[bluzcat]

I understand that the OP was just poking a little fun at Rocklers marketing ploy, but it seems a nerve has been touched. My closest Rockler is over an hour away, but if I'm in the area, I always drop by. I like their selection of tools and accessories. Their sale prices seem to be a good deal (to me anyway), and the items on sale are always relevant, not just 7% off something 2% of customers use. I believe Rockler has done more to grow the woodworking hobby than any other retailer. As far as the ad in question goes, at least the small print isn't really small! I'll give them credit for not putting it on the bottom next to an asterisk in size 4 font.