Customer Satisfaction Guaranteed
Every one of Bright and Sleek’s customers is automatically enrolled in the Assurz program. But the Assurz also offers “All In” and “Opt In” options. In other words, retailers can go the Bright and Sleek route and make it automatic for every customer (All In), or they can give the customer the option of purchasing the Satisfaction Guarantee program (Opt In). By opting in, the customer agrees to pay an additional fee, somewhere in the range of 3-to-4 percent, depending on the retailer’s discretion. The retailer, depending on the economies of scale, can pay anywhere from 2-to-4 percent of the purchase price.
This is the model TigerDirect plans to use when it officially launches the service. While the company would like to offset the cost of the Satisfaction Guarantee by applying it to every purchase, CEO Gilbert Fiorentino said that would mean the cost of every item would increase, possibly pricing certain items past what the competition charges.
“Within the reality of the world we live in, we couldn’t really do that without raising our prices and that would make us non-competitive,” he said, adding that simply offering customers a service like Assurz in the first place is the exciting part.