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Famous Last Words : Who Can You Trust on the Web?

March 2013 By Denny Hatch
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2012 was a good year for us, and we decided to splurge on a joint Christmas present—the commemorative set of 22 James Bond DVDs to celebrate the 50th anniversary.

We journeyed to Costco to buy some hamburger and the Bond DVDs. Got the hamburger, but Bond was nowhere to be found.

So, Peggy, my wife, went online and ordered it from Amazon.com. As Kindle users and serious readers, we spend a ton of loot with Amazon.

Peggy ordered the product gift-wrapped and express shipped in time for Christmas. The cost: $300-plus.

Christmas Day, she handed me the Amazon shipping box. I opened it with great enthusiasm and tore into the gift wrap. The packaging was splendid.

Not splendid: The sticker on the back that read:

COSTCO
$149.99

What the bloody hell?! My guess: Amazon bought out the Costco inventory, doubled the price and sold it to its customers, who were happy to pay the full freight amid the holiday shopping frenzy.

We decided Christmas Day was not the ideal time to phone customer service, so Peggy texted a masterpiece of a complaint to Amazon. She felt ripped off, her Christmas was ruined, she'd never trust Amazon again and you can damned well refund $150.

Amazon replied within an hour with apologies and assurance that the refund request would be honored.

One of the great professionals in our craft was the late Joan Throckmorton, who wrote in Don Jackson's and my "2,239 Tested Secrets for Direct Marketing Success":

As direct marketers we're not here primarily to make a sale; we're here to get a customer. Sales are important, of course. (Where would marketers be without them?) But the name of this game is repeat sales rather than one-shots.

British Airways, One-Shot Dudes
Fast-forward a month. We needed a break and decided on four days in London and transatlantic return via Cunard.

The logical way to London's Heathrow from Philly is via British Airways, which we have taken a number of times. I went to the BA website and found Flight No. 68 one-way leaving at 10 p.m. from $570 per person. I had not firmed up the deal with Cunard, so I jumped off the BA website and finished booking the boat.

 

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The Business of Database Marketing covers all the bases for the typical business reader. It even includes a catalog of the 37 “Best Practices” and a roundup of some of the major “Dos and Don’ts” in making business sense of the world of database marketing. It will be the one...

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