Smart shoppers read the fine print on sales promotions

The aisles at stores go both ways when it comes to customer confusion over merchandise on sale. (See Nancy Needham's story on page 3.)

Smart shoppers must condition themselves to read the small print. If, for example, a huge sign says "50% Off," but the small print says "selected shirts and blouses" and the display table below the sign also has sweaters, the shopper cannot expect the store to honor the discounted price on sweaters.

Unfortunately, some stores routinely use tactics similar to the above. These retailers are gambling that sweater buyers either won't notice the higher price or that they'll go ahead and buy the item even if it's at a price higher than expected.

If consumers consistently find sales signs that are deceptive, they can either lodge a formal complaint with Ventura County or they can take their business elsewhere.

Sometimes, though, it's the customer who's at fault. A shopper may, for example, select a more expensive item, then notice a sale price on another brand. He leaves the pricier item on the sales table and buys the cheaper one. Later, another customer finds the misplaced item on the sales table and blames the store for not honoring the on-sale price (even though this selection was ineligible for the discount).

If a store fails to remove an "on sale" sign after the sale is over, it must honor the lower price until the sign is removed (unless the expiration date was printed).

Retailers that habitually use deceptive signage will ultimately pay a price. Some shoppers will grow tired of being manipulated and they'll take their money to other stores. Others are turning to the Internet.

Stores that consistently alienate consumers are paving a path to failure.