Lovinfosse v. Lowe's Home Centers, LLC.

CourtDistrict Court, E.D. Virginia
DecidedAugust 8, 2024
Docket1:23-cv-00574
StatusUnknown

This text of Lovinfosse v. Lowe's Home Centers, LLC. (Lovinfosse v. Lowe's Home Centers, LLC.) is published on Counsel Stack Legal Research, covering District Court, E.D. Virginia primary law. Counsel Stack provides free access to over 12 million legal documents including statutes, case law, regulations, and constitutions.

Bluebook
Lovinfosse v. Lowe's Home Centers, LLC., (E.D. Va. 2024).

Opinion

IN THE UNITED STATES DISTRICT COURT FOR THE EASTERN DISTRICT OF VIRGINIA Alexandria Division

ELEANOR LOVINFOSSE, ) ) Plaintiff, ) ) v. ) Civil Action No. 1:23-cv-574 (RDA-LRV) ) LOWE’S HOME CENTERS, LLP., ) ) Defendant. )

MEMORANDUM OPINION AND ORDER

This matter comes before the Court on Defendant Lowe’s Home Centers, LLC’s (“Defendant”) Motion to Compel Arbitration and Dismiss the Case (“Motion to Compel Arbitration”) or, in the Alternative, Motion to Dismiss for Failure to State a Claim (“Motion to Dismiss”). Dkt. 17.1 This Court has dispensed with oral argument as it would not aid in the decisional process. Fed. R. Civ. P. 78(b); Local Civil Rule 7(J). This matter has been fully briefed and is now ripe for disposition. Having considered the Motions together with Plaintiff Eleanor Lovinfosse’s (“Plaintiff”) Amended Class Action Complaint (Dkt. 9), Defendant’s Memorandum in Support (Dkt. 18), Plaintiff’s Opposition (Dkt. 21), and Defendant’s Reply (Dkt. 22), this Court DENIES the Motion to Compel Arbitration and DENIES WITHOUT PREJUDICE to renewal the Motion to Dismiss for the reasons that follow.

1 While Defendant’s Motion is styled as a “Motion to Dismiss and Compel Arbitration,” considering the substance of the Motion, it is more properly characterized as a Motion to Compel Arbitration and Dismiss the Case or, in the Alternative, Motion to Dismiss for Failure to State a Claim. I. BACKGROUND A. Factual Background Defendant is a national retail store that “specializes in home improvement.” Dkt. 9 ¶ 1. Plaintiff alleges that Defendant’s deceptive use of “Online Choice Architecture” (“OCA”) resulted

in her purchasing an unnecessary water hose under the impression that it was “Required for Use.” Id. ¶¶ 3, 19-20. Merchants utilize OCA to increase “average order value” (“AOV”), a metric that measures the average gross revenue of all orders over a defined period. Id. ¶ 5. A higher AOV, in turn, offsets customer acquisition costs due to the business receiving more money from each customer, thus leading to greater profit. Id. ¶ 5. Two common OCA tactics are upselling and cross-selling. Id. ¶ 6. Upselling is when a merchant suggests to a customer a similar but more expensive product than the product he or she intended to buy. Id. ¶ 7. Meanwhile, cross-selling is when a merchant recommends to a customer a complementary item that, in theory, would make the original product easier to use or provide some added benefit to the customer (e.g., offering extra batteries with a remote or a protection plan for a TV). Id. ¶¶ 8-9.

“Sneak into basket” is a form of cross-selling, whereby an extra item is automatically added to the customer’s cart, leaving it to the customer to remove the item from his or her cart. Id. ¶ 12. This tactic relies on “the default effect,” meaning that the merchant expects the customer to keep the added product in his or her cart, by either choosing not to remove the added item or not noticing it before the transaction is complete. Id. ¶ 15. Defendant takes this tactic one step further by labeling additional items as “necessary” accessories when, in fact, any necessary parts are already included with the purchase of the original item. Id. ¶¶ 17-20. Defendant’s use of this “sneak into basket” tactic is at the center of Plaintiff’s putative class action here. Sometime in or around 2022, Plaintiff bought a washing machine from Defendant’s website. Id. ¶ 36. Plaintiff either did not notice the added water hose on the confirmation page when she “checked out” the washing machine and/or she noticed it and saw that it was designated as “Required for Use,” and therefore, chose not to remove it. Id. ¶ 37. At the top of the check-out

page, Plaintiff saw an information symbol (the letter “i” within a circle). Id. ¶ 17. Next to this symbol, the webpage stated, “These items are necessary for your appliance to function properly[,]” referring to the water hose. Id. ¶¶ 18-19. The water hose was also specifically labelled “Required for Use” in bold letters. Id. ¶ 18. Not until completing the purchase and reading the 72 page “Owner’s Manual & Installation Instructions” that came with the washing machine did Plaintiff learn that all the necessary parts were supplied with the washing machine and that the water hose she purchased was in fact not necessary. Id. ¶¶ 21-22. As part of the check-out process, Plaintiff had to click the “Place Order” button before completing her online transaction. Dkt. 18-1 (Declaration of Sara Ash, Defendant’s Corporate Counsel) ¶ 9.2 Directly below the “Place Order” button, the webpage stated, “By placing an order,

I agree to [Defendant’s] Terms and Privacy Statement.” Id. Both the “Terms” and the “Privacy Statement” were hyperlinked. Id. ¶ 10. Upon clicking the hyperlinked “Terms,” Plaintiff would have been redirected to a webpage containing Defendant’s “Terms and Conditions of Use” (the

2 Because an arbitration provision functions as “a specialized kind of forum-selection clause[,]” Aggarao v. MOL Ship Mgmt. Co., Ltd., 675 F.3d 355, 365 n.9 (4th Cir. 2012) (quoting Scherk v. Alberto-Culver Co., 417 U.S. 506, 519 (1974)), the Court may consider documents outside of the Complaint in resolving the Motion to Copel Arbitration, as the Court could on a motion under Federal Rule of Civil Procedure 12(b)(3), Sucampo Pharms., Inc. v. Astellas Pharma, Inc., 471 F.3d 544, 549-50 (4th Cir. 2006). Further, because Plaintiff’s Amended Complaint references Defendant’s website, Dkt. 9 ⁋⁋ 3 n.1, 17-19, and her online transaction process is central to her claims, id. ⁋⁋ 36-37, the Court can consider relevant portions of Defendant’s website when resolving the Motion to Dismiss, see Phillips v. LCI Int’l, Inc., 190 F.3d 609, 618 (4th Cir. 1999) (permitting consideration of extraneous material if such materials are “integral to and explicitly relied on in the complaint” (citations omitted)). “Terms and Conditions”). Id. When making her online purchase, Plaintiff did not click on the hyperlinked “Terms” and thus was not aware of any of their contents. Dkt. 21-2 (Plaintiff’s Affidavit) ¶¶ 4, 7, 11. The Terms and Conditions were 31 pages long and contained, inter alia, an arbitration

provision, a class action waiver provision, a choice of law provision, and a warranty disclaimer provision. Dkt. 21-1 (Defendant’s Terms and Conditions). Towards the top of page 10, in large, bolded font, were the words “Dispute Resolution.” Id. at 10. Under the “Dispute Resolution” header, in bolded but slightly smaller font, the webpage read: “Arbitration: Please read this section carefully because it affects rights that you might otherwise have. It provides resolution of most disputes through arbitration instead of court proceeding.” Id. Directly under that warning the webpage stated: “By using the Site, you agree to give up your rights to trial in court except for certain small claims as described below.” Id. Continuing under that bolded sentence, in the same size font but not bolded, the webpage provided: “Any dispute or claim made by you against [Defendant] . . . arising out of or related to your use of the Site, whether

based on contract, statute, tort, fraud, misrepresentation or any other legal theory, will be resolved by binding arbitration . . . .” Id. at 10-11. Below the arbitration provision, in bold, large font, were the words “Changes to the Terms.” Id. at 11.

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Bluebook (online)
Lovinfosse v. Lowe's Home Centers, LLC., Counsel Stack Legal Research, https://law.counselstack.com/opinion/lovinfosse-v-lowes-home-centers-llc-vaed-2024.