Office Max Retires Rebates
Office Max has officially eliminated its mail-in rebate program. The move, designed to enhance customer experience by doing away with Byzantine paperwork processes and long waiting periods, replaces the rebates with lowered prices that factor in the rebates ahead of time. These exclusive discounts will be arranged directly with manufacturers. With the purchase price now equaling the post-rebate price, sales tax, formerly levied on the full price but never recouped by the consumer even after rebate, is also made more equitable.
A study done by America’s Research Group concluded that only a third of customers ever took advantage of the mail-in rebates available to them in the first place. Says Ryan Vero, executive vice president and chief merchandising officer for OfficeMax, “With the new OfficeMax no-rebate program, all shoppers will receive the savings - not just the consumers willing to endure the typical 4-6 week rebate process.” Vero goes on to clarify that, “While a small assortment of products sold by OfficeMax will still carry a manufacturer’s rebate, the majority of mail-in rebates that our customers would traditionally encounter are now gone.”
In April, Best Buy instituted a phase-out program for its rebates that began with PC notebooks and is expected to eliminate all rebates by the end of 2007.
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