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Although Best Buy (NYSE: BBY) has gotten into hot water for not paying some rebates as well as possible deceptive practices related to a "secret internal website," the company has been making progress recently on eliminating rebates on many of its products. Browse through any of Best Buy's advertisements in a local newspaper and you'll see a stark difference in the prices it advertises for that newer notebook PC or plasma TV -- there are very little to no "mail-in rebates."

A recent Circuit City (NYSE: CC) ad showed many of the same prices on products very similar or identical to those carried at Best Buy. That is, after two to three rebates were applied. The rebate madness at Circuit City and CompUSA (for example) is still in full force: If you want that $799 laptop, be prepared to pay $1,200 out the door, then apply for two or more rebates to get you down to that advertised $799 price. In the meantime, you've paid sales tax (most likely) on $1,200 already. Enter Best Buy, and you'll likely leave with that $799 laptop for exactly that price, after "instant rebates." That, my friends, is much easier to swallow for most bargain hunters.

Why can't other retailers do away with mail-in rebates and stop luring consumers with artificial prices? Well, they know that industry's dirty little secret: 80% of mail-in rebates are never followed up on. Nothing new here, and it's a margin padder for retailers while allowing them to advertise very low prices. But, savvy consumers these days recognize the difference and see that Best Buy's rebate elimination program is a much better deal. That, in turn, builds loyalty even against e-tailers like Amazon (NASDAQ: AMZN) or Buy.com. Best Buy got it right here, and I'd be amazed if other retailers don't follow suit soon. That, or risk becoming more irrelevant to the informed bargain-hunting consumer.

Best Buy even better without mail-in rebates originally appeared on BloggingStocks on Wed, 11 Jul 2007 21:05:00 EST. Please see our terms for use of feeds.

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