Back to Consumerism (yes, again).

I’m amazed at how much work goes into the wording of products to attract customers. The best ones are the ones that have fooled even me.

Take, for example, a recent experience I had buying an ECM chip for my 2005 Ford Ranger truck. I figured if I could work on computer technology for over 30 years — I could surely order one and install it myself. And I already had it at two mechanics who couldn’t figure out what was wrong. Thanks to a young neighborhood friend, we figured it out. He told me what he thought — I looked it up and Voilà — instant solution. It all made sense. So I figure if I can troubleshoot my own truck — I can order and install my ECM. I did the usual “googling” and then clicked on the Shopping tab and off I went.

Here, I am using Google Shopping

I looked over the prices — came up with an average price — then went to the store of choice — and I loved what they had to say! They show that shipping is 2–7 Business days.

Right there! Mentioned twice — 2–7 days for shipping.

Since my location is close to them — I figured I might get lucky and get the chip before I left on my trip in my non-reserved (Psych!) Enterprise rental. Well, so, as I alluded, national Enterprise will reserve cars for you on the phone and online. Only, they don’t check to see if cars are available. Or they don’t know.

I got a call Friday morning telling me — they had gotten reservations for all the cars long before I had reserved a car — and had nothing left to rent. Bummer. Well, I can always hope that ECM chip will show up today or even tomorrow (Saturday). Nope. Cancelled the trip — and decided to try again the next Saturday. But this time I shouldn’t need to bother renting a car — surely my chip will be here ASAP?

Meanwhile — I figured “worst case scenario” — since I ordered on Wednesday — maybe Tuesday…so I waited until Tuesday — still no chip. I called them at the end of the day, Tuesday. Apparently, in much, much finer print — there is information indicating that the chip could take 3–7 days to program and then I would receive the shipping notification info when the chip was done and on it’s way.

Yep, my invoice mentions it again.

I am NOT a happy camper. When I asked the “customer support” guy why I missed that — he claimed it was on the website. Yep, I checked. Finally, found it buried on the shipping page — on the description — they only say they will personally program and check the chip.

Now where is that important information?

Yeah, it’s really subtle — and some might say I’m reaching. But I do believe it’s intentional — another sales/marketing technique. Only tell the customer happy news. Make them feel they are getting a little something-something special for buying the product — SPEED! That’s what all of us impatient shoppers want, right?

Tell me that it is not intentional. Go ahead. I’ll wait right here.