Certain games shops – say, for example, EB Games – seem to believe that the way to increase their business is to trick people into coming into the store. They’ll have a big banner out the front advertising $125 DS LITE + BRAIN TRAINING – which sounds like a fairly good deal – and it’s only when you look very closely that you see the fine print that reveals that it’s the worst deal ever – “When you trade in a DS Lite”. Wow – all I have to do is pay you $125 and give you my old console and I’ll get an identical console plus a $40 game. WHAT A BARGAIN!
EB Games does this so relentlessly that no-one with an ounce of sense believes anything it puts out the front. It means I’m less likely to buy a game from them, because it’s such a hassle finding out the actual price (if I’m not willing to go the being ludicrously gouged route).
Tricking customers into the shop might get them some extra sales in the short term – which is all that this kind of business thinking is – but in the long term, it’s got to be harming the brand. Unless they’re COMPLETE morons, those shoppers will simply disbelieve the next thing you try to tell them.
The other thing EB Games and all the other retailers have been doing recently is putting up large posters advertising games that aren’t coming out for a couple of months. Eastland’s game shops are full of GUITAR HERO: METALLICA posters, and have been since early April, despite the game not coming out here until the 27th of May.
Nice work, distributors. You’ve made us wait for the game itself – the game’s been out in the US since last month – whilst constantly rubbing the pointless delay in the face of anyone who would’ve been interested. Hopefully by the time the game does actually come out the potential purchasers will have long since given up and your sales will be cut accordingly.
Thanks for wasting our time. Thanks for wasting our time with prices that aren’t real, and thanks for wasting our time advertising products you’re not selling.
Solution: STOP DOING THAT!