Nike Stadium EPS and Discount Card Policies (Ire)

Eager to avail of a 10% discount at the Nike Stadium in Shangrila Mall, I made sure to reach the required amount of purchases to qualify for it. However, I was dismayed when I was told by the supervisor that if I use my BPI ATM card, the EPS transaction will be considered a card transaction and I will get a lower discount.

I was forced to go to an ATM machine within the mall to make the necessary withdrawal. The security issues and the inconvenience of it all were just too harrowing, so I wrote a letter to the management.

Letter to Nike Stadium

March 11, 2005

Dear Ms. Remy Gaurino and Ms. Anette Castro:

Greetings.

Undoubtedly, the products of Nike Stadium are fantastic. However, there are conditions in your policies that are definitely displeasing.

1. EPS- To consider EPS as a card purchase is unfair when it is guaranteed by the bank to be as good as cash.

2. Payment for Discount Card- To be told that one has to pay P100 for the discount card, after making a substantial amount of purchases, is outrageous.

3. Lack of Freebies- Furthermore, the lack of freebies when one is making an astronomical purchase is so disappointing, to say the least.

I do hope you make changes in your policies, because it makes the shopping experience much more rewarding and pleasurable.

Thank you very much for your kind attention.*

Sincerely,
Lorna Lopez

*I included my contact details as well in the original letter.

Running after Nike Philippines Inc. Management

By end of March, I was annoyed when I didn’t receive any response to my letter, so I resolved to go higher by speaking with somebody from Nike Philippines.

I had to go to a couple of events sponsored by Nike before I caught somebody who was part of the marketing team. His name was Mr. Rely San Agustin, the Marketing Communications Assistant Manager of NIKE Philippines, Inc., and he patiently listened to my account. A couple of days later he sent me an email.

Email from Nike Philippines Inc.

April 4, 2005

Hi Lorna,

Just to update you on the issues you raised last Saturday. I have raised your concerns with the Sales team here and they have spoken to the Stadium retailer about it.

Annette Castro of Nike Stadium will be getting in touch with you (either through phone or email) regarding your issue. I trust that every thing will be straightened out.

Rest assured that your concerns will be taken up with great importance.

Thank you for your support!

Regards,
RELY L. SAN AGUSTIN
Marketing Communications Assistant Manager
NIKE Philippines, Inc.

Email from Nike Stadium

Finally, I got a response, from Nike Stadium, to my letter a month ago.

April 11, 2005

Dear Ms. Lopez,

Thank you for your letter dated March 11, 2005.

First, let me apologize for the delayed email. We truly appreciate your feedback, which is why from the time we received your letter, until now, we started working on changing guidelines for the betterment of our service and policies as a result of your invaluable letter. We also wanted to make sure that you would receive good news.

We understand your concern about the EPS transactions meriting the same discount privilege as it is a “cash” transaction. This is why, effective today, April 11, 2005, we have implemented a 10% discount for all cash and EPS transactions made in Nike STADIUM via Nike STADIUM discount card. We hope that you will continue to enjoy your discount privileges in our STADIUM stores nationwide.

However, with your concern about receiving freebies, unfortunately, being a Nike Controlled Shop, all our promotional efforts are aligned with Nike’s regional efforts. Rest assured, we will raise your concern and update you if there are any changes.

Again, thank you for your support and your comments. Please feel free to email us at any time should you have other concerns.

Best Regards,
Anette P. Castro
Merchandising Manager
Retail Division – Sports
Planet Sports Inc.

Assessment: Unsatisfactory

First, take note that the only time Nike Stadium will consider an EPS purchase as a cash purchase is when the client already has a Nike Stadium discount card.

Second, even though Mr. San Agustin has expressed verbally that it was disturbing to learn that there is a payment for the discount card, Nike Stadium never dealt with that particular issue.

Third, the lack of freebies was merely brushed aside as “all our promotional efforts are aligned with Nike’s regional efforts.”

Although the third point, regarding the freebies, may be Nike Philippines Inc.’s call; the expansion of the definition of EPS purchases as cash purchases, whether a Nike Stadium card holder or not, as well as making the discount card to be free of charge, are definitely within the scope of Nike Stadium’s management.

What to Do: Contact Nike Philippines Inc.

Although a small change has been achieved (as in the Nike Stadium Shangrila Mall branch manager, Ms. Rodelyn Balugay, was so grateful to me regarding the EPS change because the customers usually harangue her about the EPS policy), I think the demands for the expansion of the EPS definition and for the discount card to be complimentary, are reasonable.

Since Nike Stadium has already decided not to change its policies substantially, it would be helpful if more consumers clamored for changes from NIKE Philippines, Inc., who can demand from its retailers certain procedures.

The contact details below are as of April 2005, so I cannot guarantee that they are still correct.

RELY L. SAN AGUSTIN
Marketing Communications Assistant Manager
NIKE Philippines, Inc.

Email: Rely.SanAgustin@nike.com
DL: +632 8419216
Mobile: +639209269416

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