Tacky selection, pushy marketing strategy (World Books)

Member Name: Caroline R

Product:	World Books
Date:	11/10/00 (37 review reads)
Rating:

Advantages: Cheap - if you actually get what you want

Disadvantages: Get sent books you don't want, but never receive the ones you do!

How can I write an opinion on World Books when, I must admit, I have never been a member? Well, when I was living with my parents, my dad joined so I had a good view of all the trouble he encountered with this firm. The main problem was their propensity to send out the “Editor’s Choice” even when the form was sent back in good time indicating that it wasn’t wanted. This meant a lot of hassle in having to send back books and then deal with the inevitable bill. When my dad did decide to order something that he actually wanted, it would rarely arrive without delay and was often the wrong book altogether – hence more return packages. Eventually he gave up and tried to leave, but once they’ve got you, they don’t let go that easily. His letters were ignored at first and the catalogues kept coming. In the end, they accepted the cancellation of membership – but started deluging him with junk mail that said “What can we do to tempt you back?”

What is very annoying is that now they send the same junk mail to me, saying “What can we do to tempt you back?” I have never in my life been a member, so I don’t know how I can go back to them when I wasn’t with them in the first place. These regularly drop through the letter box and this pushy, persistent marketing style would put me off even if I hadn’t seen evidence of the poor service. Having looked through the catalogues, nothing is less likely to tempt me. I have always been an avid reader and spend a lot of money on books from other clubs and shops, but there was not one item in the World Books catalogue which I could possibly want even if it was worth 1p. At risk of sounding snobbish, I can only describe it as airport fiction. Some of the stuff in there makes Mills and Boon look like Tolstoy. Even if this is the sort of book you’re looking for, however, there’s not much point in joining because they will probably send
you the wrong thing.

Summary: