Video Store Membership Insanity
In the last couple of weeks I have tried to point out several business practices that don’t make sense, or frustrate me. The “usability of the experience” has been my focus. I think that I’ve been reasonable thus far.
However, today I’m not sure that I can contain my anger and frustration. Last night I was at the grocery store and decided to pick up a DVD (Monster, which was pretty good). In order to rent the DVD I had to sign up for a membership card. Here is the information they required:
1. First, middle, last name
2. Address (street, city, state, zip)
3. Home phone
4. Work phone
5. Date of application
6. Drivers license number
7. Credit card number
8. Signature
Looking at this list might not seem bad but think about it for a moment. They needed my work phone number, meaning they can now call me at work. Outrageous! Why should a video store have the power and authority to contact me at work for a transaction that will be $5-10?
Also, why do they need my drivers license number? No other application asks for this information and I simply do no understand it. Can anyone explain this insanity? What are they going to do, turn me in to the Department of Motor Vehicles (DMV) and track me down for late fees? Speaking of the DMV, most government agencies don’t even ask for this much information!
Imagine that you rent an apartment. Does your landlord ask for your drivers license number? How about your credit card number? I know that I haven’t provided this information to my landlords. Have you?
All in all, the membership application process for the video rental store I went to was outrageous and insulting. By the way, this is the second time in two months that I have applied for a video store membership and both places asked for this kind of information. Perhaps video stores are a secret branch of the Homeland Security Department?
June 27th, 2004 at 7:21 pm
They just want to be able to track you down after you’ve run up hundreds of dollars in late fees.
Consider it an ambit claim. Tell them you don’t have a driver’s license or a work phone number. If you really want to bend their minds, tell them you don’t even have a home phone. You could also pay cash, and tell them you don’t have a credit card. Don’t give them your middle name.
None of this really benefits you (unless you want to skip out on those late fees), but it might make you feel better.
June 28th, 2004 at 5:37 pm
It seems over the top to me. The proces was designed by someone who thought, “More info is better for us, it protects our interests” without thinking about the balance or power between themselves and the customer. This approach is often taken by legal-oriented thinkers who have the orientation that one should put as many protections for their side in place as possible.
The average lawyer isn’t concerned with the impact on the customer relationship because the customer is an adversary or a potential adversary. It’s up to the people running the business to decide on the tradeoff between their legal protection and ease of use for the customer. Good lawyers will understand this and advise accordingly.
I recall a web site on e-mail disclaimer statements (those tags at the bottom that resemble the following:
“This E-mail and any files transmitted with it are in commercial confidence and intended solely for the use of the individual or entity to whom they are addressed. If you have received this E-mail in error please notify (the Administrator) by E-mail. Any views or opinions expressed are solely those of the author and do not necessarily represent those of (company) or its affiliates.”
Quote on the website:
‘The disclaimers added to the end of emails are not legally binding, but it’s always good practice to try and disclaim liability’.
That’s a lawyer’s mentality if I ever saw one. (Find this and other amusing items at http://www.emaildisclaimers.com/Index.htm.)
Anyway, we use Netflix these days and don’t go to the store any longer.
October 17th, 2006 at 1:28 am
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Movie
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November 1st, 2006 at 4:19 pm
you’re an idiot