[FalseEconomy] "I thought it was a promotional product"... 1+1 Only for Members

(20) "Discount Prices Big, Condition Notices Small"

Carefully Consider Card Company Discounts, Membership Benefits, etc., Before Purchasing

Editor's NoteMany people thought they were engaging in smart economic activities to get better deals, but it often turned out to be a misstep. When consumers are deceived by corporate marketing or blinded by momentary gains and make wrong decisions, it is ultimately the consumers who suffer. We aim to examine economic activities where people have made mistakes by misjudging everyday situations and ended up on the wrong track.

There are points to be cautious about when selecting 1+1 promotional products at convenience stores or large discount marts. This is because many discount events are conducted only for consumers using partnered payment methods such as credit cards or pay services, or for membership members. Benefits such as discounts, gift certificates, and paybacks are provided exclusively to these groups. If you pick up items just by looking at the lowered price tags, you might later find receipts without applied discounts or realize too late that additional discounts apply when paying with a different card.

Discounts Applicable Only to OO Card or OO Pay

At Lotte Super in Seocho-dong, Seoul, on the 16th, watermelons priced at 18,990 KRW were sold for 16,990 KRW. Although "Card Discount" was prominently displayed, it was hard to see which cards qualified for the discount. Contrary to the large discount price, in small print it stated Lotte, Shinhan, and Samsung cards. Not only watermelons but also meats, beverages, and others had "Member Discount" or "Card Discount" labels, but the small and inconspicuous print made it easy to misunderstand.

Photo by Emart, CU, 7-Eleven app capture

At convenience store GS25, if you pay with GS Pay, you can purchase sausages, retort pouch products, bread, and other food items as 1+1. There is also a promotion where you get a 30% payback when paying with Kakao Pay for foods like tofu or chicken legs. E-Mart announced through its application (app) that some products can be purchased at a 50% discount when paying with E-Mart Pay. CU offers an additional 10% discount when paying with CU Money, applicable to beverages and hangover relief drinks as well. Seven Eleven also offers a 30% discount when paying with designated cards.

However, since the promotion is limited to designated cards rather than all cards, paying just by looking at the discounted price may result in missing out on the discount. Conversely, even if you have a card eligible for the discount, you might miss the benefit.

Exclusive Discounts and Points for Membership Members

There are also discount points applicable only to membership members. Lotte Mart and Lotte Super apply L.POINT, while E-Mart and E-Mart Everyday apply Shinsegae points, so only members receive the benefits. Although the discount benefits are welcome, the detailed information is written in small print that consumers need to carefully check, and if not examined closely, it can be hard to realize what kind of discount it is, requiring caution.

In fact, many customers have experienced selecting products based on the discounted price but later requesting refunds after missing the small print stating "Membership Card Only." Yoon Seulgi (25) said, "I thought it was a discounted product at E-Mart, but it was limited to membership. When I checked the price difference, I found out it applied only to members, so I requested a refund." She added, "If the information had been clearly posted in a visible place or if they had informed me at checkout that it was a membership-only discount product, I wouldn't have had to make a second trip."

Professor Kim Siwol of Konkuk University's Department of Consumer Studies explained, "Providing conditions in small print that cause misunderstanding is a deceptive practice against consumers," and added, "Guidelines on disclosure obligations should be established or policies by the Fair Trade Commission should be prepared." He also said, "If it is difficult for companies to explain each case individually, it is important to clearly state the relevant information so that consumers can see, choose, and utilize it."