Opportunity lost.

An interesting thing happened to me while trying to redeem a coupon. I should say in advance that the impetus of going to this retailer was the coupon itself. It promised $15.00 off with the purchase of $50.00. I just so happened to need a $50.00 item from this store. Yay me!
So first thing, this was an e-mailed coupon, which I proceeded to print out incorrectly. I printed the front page thinking it was the coupon. Wrong, in reality I should have clicked through to the actual coupon. (fingery air quotes around actual.) I take responsibility for this mistake, my bad.
I show up at the store with the worthless piece of paper I have printed out and am immediately told that this is not the actual coupon and I will have to leave get the coupon and return. I believe the word "seriously!" may have slipped out of my mouth but ultimately I may have been a little impolite. I asked might it be possible to just do an override so that I wouldn't have to drive home and reprint. Nope "a coupon is a coupon." I wonder if that is in the policy manual? As I left I was also told that if I hadn't copped such an attitude that she would have done an override but she wouldn't now. She showed me.
I leave and feeling very clever I go to a nearby hotel which has a PC in the lobby. I figure I will print the coupon there and go right back, no problem. Problem, the printer didn't cooperate and when I went to try again I had "exceeded the amount of times I was allowed to print" said coupon. Perfect!
Two lessons learned here.
One as a consumer: Try to eat lunch before trying to use a coupon that isn't a coupon. You may be more able to use charm and guile rather than be an starved, angry troll.

Two for the retailer: A coupons sole purpose is to bring the consumer into the store. Once you have the consumer there don't send them away with a spiteful barb. Use this opportunity to make a lifelong customer, fix their issue for them. They aren't incredibly likely to return and they will probably write a really extensive detail laiden e-mail to your stores HQ...to be cont'd.