When Is It OK for You to (Legally) Swindle a Business?

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Last month, a user on Reddit's "Lifehacks" forum posted what he called a "salad bar hack." This enterprising grocery shopper found that the packaged blue cheese sold at the store cost more than $14 a pound, so he went over to its self-serve salad bar and filled a container with the blue cheese it offered as a topping. Instead of paying $14 a pound, he got his cheese at the salad bar rate of $4.99 a pound.

It seemed like a great trick for saving money, but reader reaction to the post was largely negative.

"This is a clear case of a morally wrong but legally permissible way to game the system," wrote one user. "The idea of the salad bar is to provide you with salad and toppings. When someone constantly picks out only the most expensive per-pound items and isn't really buying a salad, it just drives the cost up and ruins it for everyone else." Other users echoed that objection, and a few noted examples of their grocery stores raising prices after too many customers used the salad bars to get cheap bacon bits or olives.

We're torn. On the one hand, it's not breaking the rules to use the salad bar in this way, and it helps make up for the fact that you're drastically overpaying for certain cheap items in the salad bar (like romaine lettuce). But the commenters have a good point too: If everyone did stuff like this, grocery stores would either have to raise prices or remove items to make sure they didn't lose money. You're not only hurting a business, you're also potentially hurting your fellow customers in your quest for cheap cheese.

M. Joy Hayes, a professional ethics consultant, agrees that using the salad bar as a way of getting a discount on certain items is ethically questionable.

"I think it's fine to load up on expensive items (like olives) if that's what you actually want to eat for your meal," she says. "Businesspeople tend to price that stuff in. However, if a lot of people use these offers as an opportunity to do some cheap olive shopping, the business may raise prices accordingly or eliminate the salad bar altogether."

Gaming the System the Right Way

So you shouldn't use tricks that are going to hurt other shoppers. But what about strategies that let you get the best of the company without victimizing your fellow consumers?

I decided to talk to Brad Wilson about this. Wilson runs deal site BradsDeals, and he regularly employs all manner of shopping tricks and hacks to get the most out of businesses' offers. We talked to him about one such scheme a few months ago: He bought millions of dollar coins from the government using a rewards credit card, in the process netting himself lifetime platinum status on American Airlines.

In that case, he insists that there were no losers in his scheme -- the credit card company got its transaction fees, the airline got paid for the points, and even the U.S. Mint made money -- it profits on every dollar coin it makes. But in some of his other adventures, he's clearly getting the better of a business.

For instance, at one point in his book "Buy More, Spend Less," Wilson describes a saving scheme he used on now-defunct discount site Half.com.
At the time, the site was offering a $5-off-$10 discount code, as well as a $5 site credit every time you refer a friend to create an account. Between the code and the credit, he was able to buy more than 300 DVDs essentially for free, only paying the shipping cost of $2.

He wasn't actually referring friends, though: Instead, he just created hundreds of dummy accounts on the site using email addresses he'd created for the purpose. Half.com anticipated this, so it required that each account have a valid credit card number attached to it. But Wilson found a way around that safeguard, too: His bank offered a virtual credit card number generator for security-conscious online shoppers, so he used these automatically generated card numbers to make each account look legitimate.

Clearly, this was not what Half.com had in mind -- it was willing to give a small discount if it meant bringing in new customers, but Wilson exploited a loophole to gain the discount without bringing any benefit to the company. In fact, after eBay bought Half.com, it caught on to his exploits and shut down his accounts for "gross coupon abuse."

Wilson says that these days, he tends to steer clear of these more "aggressive" tactics. But he says he's generally okay with employing these tricks against big businesses.

"Very aggressive means are being used against us, and you have to decide what that means to you, and how you want to compete in the marketplace," he says. "We as consumers are Davids against many for-profit Goliaths that are trying to prevail in individual interactions with us."

In other words: Companies are always trying to take advantage of you, so why shouldn't you try to give them a taste of their own medicine?

That's a notion we're generally on board with -- retailers get away with all sorts of tricks of their own, from ambiguous fine print to questionable data collection practices. Still, before you declare total war on the corporate world, we think there are some general guidelines you should follow in your savings adventures.

Don't break the rules. This might go without saying, but stay within the letter of the law and the rules of the store. If a coupon clearly excludes certain products, don't harass some put-upon cashier into accepting it. The last thing you want is for someone to lose their job because you pressured them into breaking the rules for you.

The bigger the company, the more leeway you have ... That doesn't mean it's okay to game a company just because it's big. But messing with a small business's already-thin profit margins is a lot different than taking advantage of a coupon loophole at multibillion-dollar retail chain. The big guy is better equipped to deal with your shenanigans.

... But only do it to companies that have it coming. Wilson's right: Many companies use very aggressive tactics against consumers, and we have the right to fight back. If a retailer is loading its coupons with deceptive language and endless fine print, it's setting up an adversarial relationship with the consumer and you're justified in trying to find the loopholes. But not every big business takes this approach, and if a company is generally consumer-friendly and transparent, it should be treated more respectfully. Reward the good guys.

The more effort it takes, the more questionable the tactic. Using a phony email address to grab a $5 referral discount isn't the end of the world; doing it three hundred times is a bit much. If your adventure in frugality starts to resemble the plot of "The Italian Job," you might reconsider whether your tactics are going too far.

Matt Brownell is the consumer and retail reporter for DailyFinance. You can reach him at Matt.Brownell@teamaol.com, and follow him on Twitter at @Brownellorama.

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21 Comments

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amlunar

I know of people who have come to a pet store and asked how long it would take for a gold fish to get big enough to eat. Way to avoid high fish prices!

August 02 2013 at 11:02 PM Report abuse rate up rate down Reply
lken06880

I don't find this morally unethical, any more than having multiple sizes of an item displayed on the shelves and picking the one that costs the least per ounce, usually the larger sizes.

July 31 2013 at 5:12 AM Report abuse rate up rate down Reply
me

So its not ethical for customers to get the best deal they can whatever it takes but its just peachy if grocery chains raise their prices 500 or 1000% over what they pay? Not being a farmer I am guessing but I'll go out on the limb and say grocery chains nickel and dime the farmer out of every cent of profit they can get and still screw the customer every chance they get. Thats big business for you.

July 31 2013 at 3:37 AM Report abuse rate up rate down Reply
1 reply to me's comment
carhomepro1

So I guess when you sell something of your own you don't take the highest offer for the item? Look, having worked many years in various levels of the grocery business (wholesale, retail and distribution) I can tell you WITH CERTAINTY that it is a very low net profit business. Most of the money made in a supermarket is via the "customer service" and prescription drug counter that sells all manner of ancillary items. The actual "net" profit on food items in the typical large supermarket is roughly 1.5 -4.0%. Keep in mind, this is a very labor intensive business with various rates of spoilage, very high energy, transportation and store equipment costs, leases, federal, state and local taxes, business tax, property/inventory tax, maintenance and above all, consumer and employee theft (astronomical). I don't like the prices either, but please know what you are talking about before you throw around profit numbers of 500-1000%. That number would easily apply to items from Apple, Radio Shack, Gap, etc, but definitely not in the grocery business.

August 07 2013 at 12:53 PM Report abuse rate up rate down Reply
sissy_barnes

only a fool would do otherwise. kroger does the same, blue cheese in the cheese shop vs blue cheese in the cheese section, considerable cost difference & you would have to be an idiot to willing buy that way. obvious case of a govt werker most likely in finance

July 30 2013 at 11:42 PM Report abuse rate up rate down Reply
Paul Baker

Be honest in all of your dealings. You have little control what others may do, but you have 100% control of yourself.

July 30 2013 at 11:22 PM Report abuse rate up rate down Reply
Phil

Big dogs eat little dogs every freaking day. Don't ever forget it!

July 30 2013 at 10:55 PM Report abuse rate up rate down Reply
Barbara

So the salad bar charged ~5.00/lb and the produce dept. charged ~14.00/lb for blue cheese (in the same store). If the store was selling the same blue cheese in both locations, it had the same cost/lb and was marked up very high in the produce dept. I do not have a problem with choosing to purchase the same product in the location with the lower retail price since the consumer was being scammed by purchasing the blue cheese in produce.

July 30 2013 at 8:04 PM Report abuse +1 rate up rate down Reply
ktamlyn

Someone's getting ripped. Can you guess who?

July 30 2013 at 6:16 PM Report abuse rate up rate down Reply
STAN

Got no problem scamming someone that's scamming me if i can.I also stay away from stuff with"fine print",if you can't understand it then don't go near it,it's pretty much that simple.

July 30 2013 at 6:07 PM Report abuse +1 rate up rate down Reply
gemtree1

Unfortunately, almost the whole point of modern finance is to just barely legally game the system and royally screw someone else over. Read about Romney's venture capital deals. Look how the big banks are now being charged with rigging the various markets. Look at how the 2008 banking crisis played out. Look at how giant businesses hav replace small and medium ones over the last thirty years. I believe in an honest competitive free market in which prices are largely determined by a balance between supply and demand. Today instead we have giant financial institutions and corporations with the financial clout of good sized countries pretending that they operate like little ma and pa businesses while they rig the system more and more in their favor. And instead of using our democratic government as the only force capable of shielding us from these monsters, we pretend that if we let them do as they will, everything will automatically be just great and that the super wealthy class that has taken over during the last thirty years will treat us just fine. This is the same stupidity that allowed the bulk of the humanity to be ruled by kings and aristocrats for most of history. If we continue to allow this new steath aristocracy to take control, it is our own damn fault; and we deserve to be reduced to the new peasant class that is now emerging.

July 30 2013 at 4:05 PM Report abuse +5 rate up rate down Reply