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Pre-Ordering Can Take Frustration Out Of Hot Item Buying
Carl Deveraux
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Standing in line for hours on end, only to get to the counter and find out the item you have waited to buy has been sold out is a very frustrating experience. Many companies are hearing it from customers unhappy with the distribution system of new, hot products and are turning to pre-sale arrangements, enabling customers to buy an item, especially hot electronics and movies, CDs and games, before they are released for sale.
Buying items on pre-order guarantees the customer will get their hands on one the day it is released without having to spend hours in line as fighting through waves of other anxious buyers. Even if the price is slightly higher than normal retail on a pre-order item and time and frustration saved is generally considered a bargain for paying a few extra bucks for the hottest ticket in town.
There have been several items that hit the market with anticipated high demand that caused chaos in retail stores across the country as consumers battled to be one of the first to own that latest new doll or new toy or the latest video game to hit the market. Fights, injuries and overall frustration on the part of the buyers and the retailers ensued with some people vowing to never deal with that manufacturer again. Well, at least not until the next hot item hit the shelves.
In most cases, a pre-order is announced to be effective between certain dates. The customer pays for the item and on the day it is released they can return to the retailer, show their pre-order form and receipt and are handed the item to take home. Everyone is happy except those who didn’t pre-order the merchandise.
On the other hand, if a manufacturer has a production problem and is not able to meet the pre-order demand, or the retailer failed to submit an accurate pre-order on time, there may be a few pre-order customers going home empty handed. Typically, when this occurs unless the manufacturer goes public with a mea culpa apology, the retailer is going to take the brunt of the customer’s dissatisfaction.
Generally, if everything goes according to plan, the retailer will receive more items than were indicated by pre-order sales. When the merchandise arrives in the store, it is stored in a separate area designated by management for pre-ordered merchandise and when customers arrive to pick their items up, they receive it from that area. This help the retailer insure the items that were paid for ahead of time are available for the buyers.
Items above the pre-order amount are directed to the store shelves for the general public to buy, as long as supplies last. Retailers may also put a time limit on picking up the item. Although it has been paid in full, if a buyer fails to return for their item within a set time limit, announced at the time the sale was made, and usually included on the receipt, the item will be sold to someone else. A buyer coming in late is given a refund of their price and a good luck wish in finding the item.
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| Pre-Ordering Can Take Frustration Out Of Hot Item Buying |
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