Best Buy’s Awkward Way Around Minimum Advertised Pricing

Posted By Debbie on March 16, 2015

Categories: Business, UX/UI

Tags: delay, forms, MAP, pricing

Best Buy emailed me that printer ink was on sale. OK, I’ll bite. The discount no-name ink I bought last time didn’t work very well. I might return to name brand ink. Let’s see it!

ScreenHunter_210 Feb. 18 09.19

Hey, there’s something missing. Where are the prices? How can I decide to buy something if I don’t know what it costs?

OK, I’ll bite again! I clicked add to cart, and this message came up.

ScreenHunter_211 Feb. 18 09.20

Ohhhh, you are trying to circumvent MAP aka “minimum advertised pricing.” You are not allowed to advertise the ink as cheaply as you’re actually going to sell it.

If you’re not adding me to your mailing list (and it says you’re not… and I’m already on your mailing list anyway), then why does collecting this info then allow you to show me this wildly discounted price?

Wouldn’t this price be on display if I walk into your store? Or would you hide the price until I told you my name and email address?

And finally…

ScreenHunter_212 Feb. 18 09.20

Oh. I guess that’s a good price? Thanks for making me click extra times and fill out a form to tell me a price that’s probably on public display in the store.