Posts Tagged flowers

By Bob Sullivan

Companies often advertise one price to lure customers into their stores, then charge a higher price. In days gone by, this was called “bait and switch.” Now, it’s called fees and surcharges.

On the Internet, this tactic has another fancy name: “landing price.” Advertisements include a low price to persuade customers to land on their e-commerce site. But by the time shipping and handling is piled on, the “out-the-door” price is substantially higher.

This tactic is most clear in the world of online florists, and most prevalent during Valentine’s Day. A quick survey of the top online florists shows that consumers using the two top sites typically pay at least 50 percent — and often as much as 100 percent — higher than the advertised price.

Take ProFlowers.com, which this week was running nearly ubiquitous ads with offers like this: $29.99 for a dozen roses and a free vase. But any consumer wanting the arrangement delivered on Valentine’s Day will pay at least $55, after shipping, taxes, handling and a Saturday delivery fee are added. Shoppers who agree to early delivery on Feb. 12 will save $10, but will still pay around $45 (when $10 shipping, $1.99 handling and about $3 in taxes are added in). That’s still 50 percent above the advertised price.

Making matters worse for shoppers: The total price isn’t revealed until the last possible moment — after the recipient’s name and address, credit card number, billing address and even the “Love, Bob,” note are entered. This reporter counted seven screens before the real price was unmasked. After all that typing, consumers are less likely to abandon the transaction.

ProFlowers says all its advertisements indicate customers will face additional fees

“ProFlowers advertising…clearly states that shipping and handling are additional costs,” spokesman Mike Rosen said in an e-mail. He said the company has not received any complaints that its advertisements are deceptive.

Rosen also pointed out that consumers can add the total cost on their own within the first click or two. But to do that, consumers must notice and click on a link named “details” while picking the delivery date.

“I don’t think you give consumers enough credit,” Rosen countered. “In this day and age customers understand this process better … and expect to pay shipping charges.”

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