Blockbuster, it's about more than money

Every time I've gone into Blockbuster the last few months I've been hit up to participate in their monthly rental program as soon as I get to the register. Each time, and it's got to be 10 by now, I tell the clerk I'm not interested in the program. My patience with them on this issue is now almost transparent.

Over the weekend when I was asked the "Has anyone told you about our..." question it was followed by, "You've already rented 50 movies this year, including this one. You would probably save money with the plan."

I had previously declined for other reasons, but I was curious about the money now that I knew how many rentals I'd made. So, I came home to do the math.

It would seem that with 50 movies at $3.99 each, over the last 34 weeks (about 1.5 movie a week) I've paid out more than I would have had I belonged to the monthly program since the first of the year ($199 vs. $140). But looking a little closer, I think those numbers are misleading.

Consider that my household has "Gold" member status (we obviously rent a lot), a level where I don't pay any fees, get 1 free rental for every five, and get the benefit of a free non-new release with every paid rental Sunday-Thursday. In the summer, we rent more during the week and take advantage of these special deals. With this in mind, I'd estimate that 10 of those rentals were free due to the weekly rental, plus 6 free rentals (for renting 5 per month). Now we're at 34 paid rentals for the year, or a cost of $137--$3 less than with the monthly plan. If I add in the one late fee I've paid in the last seven months, the cost would be the same.

Blockbuster would argue that I would have also gotten 14 free rentals (2 free per month) under the package, plus unlimited monthly rentals; therefore my actual cost per rental is significantly lower. Big deal. They're missing the point.

I can't watch any more movies than I'm already renting. Under my plan, I watch, at most 4 movies a month for which I pay about $16 a month and I get to pay as I go. And if I decide I'm too busy to watch a movie one week I don't feel like I'm wasting money, as I would feel if I had paid $19.99 per month up front.

For me, the monthly plan has no value. I don't generally pay late fees and I'm renting as much as I can watch anyway. Why would I want to participate in the monthly plan?

Blockbuster should consider placing more emphasis on my in-store experience. For example, programming their POS system to carry a note that I had been asked about the monthly plan and declined. Then train the clerk to wait until my account is pulled up before asking the question. If they can program the POS system with my rental volume, I know they can program it with an opt-out notation.

How much more pleasurable my rental experience would be if I didn't have to contend with a clerk, who is probably compensated for monthly program sign-up volume, trying to sell me a service I don't want. Of course, maybe they're hoping my annoyance level will get so high I'll sign-up to get the clerk to shut-up. Wow...there's a way to keep customers.

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