Mulligan v. QVC

Appellate Court of Illinois·Decided May 7, 2008·No. 1-07-0616 Rel·Published

Opinion

THIRD DIVISION

May 7, 2008

No. 1-07-0616

ROSEMARY MULLIGAN, ) Appeal from Individually and on Behalf of ) the Circuit Court All Others Similarly Situated, ) of Cook County.

)

Plaintiff-Appellant, )

) No. 04 CH 03620

v. )

)

QVC, INC., a Corporation, ) Honorable ) Dorothy K. Kinnaird, Defendant-Appellee. ) Judge Presiding.

JUSTICE THEIS delivered the opinion of the court:

Plaintiff Rosemary Mulligan brought this putative consumer class action lawsuit against defendant QVC, Inc., for violations of the Illinois Consumer Fraud and Deceptive Business Practices Act (the Consumer Fraud Act) (815 ILCS 505/1 et seq. (West 2004)) and unjust enrichment. Mulligan alleged that QVC’s listed “retail value” overstated the prevailing market price for certain products it sold and falsely created the impression that consumers were receiving a bargain by purchasing at lower QVC prices. The circuit court denied Mulligan’s motions for class certification, finding that individual issues of law and fact predominated. Thereafter, the circuit court granted QVC’s motion for summary judgment on Mulligan’s individual claims and denied her cross-motion for summary judgment, ruling that Mulligan failed to create a genuine issue of material fact to support the elements of her consumer fraud

and unjust enrichment claims.

On appeal, Mulligan contends that the circuit court erred in granting summary judgment because she has presented sufficient facts to support each element of her cause of action. Additionally, she maintains that the circuit court abused its discretion in denying class certification because the common issue of QVC’s deceptive comparative pricing practice predominates over any individual issues. BACKGROUND QVC sells various consumer products through its nationwide television programming and its Internet web site. In offering its products for sale, it generally uses a comparative pricing system. For 70% of its products, QVC advertises a “retail value” for the product, then offers the product to the consumer at a lower, discounted QVC price or at an even lower “special price.” QVC’s viewer education spot on television provides a definition for “retail value” as follows:

“When you see ‘retail value’ for an item, that figure represents either an actual comparison-shopped price or the price QVC believes that the same or a comparable product would be offered by department stores or other retailers using a customary markup for that product category. The ‘retail value’ does not necessarily represent the prevailing retail price in every community, or the price at which the item was previously sold by QVC.”

Mulligan purchased over 200 products and several items of jewelry from QVC over the years. Specifically relevant to this cause of action, on April 1, 2003, she purchased an “Ultrafine

Cigar Band Ring” for $37.38. QVC listed a retail value for this product of $60. On May 17, 2003, she purchased a “Jade and Gemstone Bypass Ring” for $38.12. QVC listed a retail value for this product of $55. On July 19, 2003, Mulligan purchased a “Geometric Flexible Link Bracelet” for $28.98. QVC listed a retail value for this product of $55. On January 2, 2004, she purchased a “Pave Enamel Flex Bracelet” for $26.75. QVC listed a retail value for this product of $39.

Mulligan’s jewelry purchasing decisions were based upon many factors, including whether the product was appealing, affordable, an impulse purchase, on sale, and whether she was searching for a particular product. She also considered the host’s description of the product. Mulligan watched QVC programming for various reasons, including better prices, the variety of products, and “of course, it was convenient shopping. Everything is right there in front of you.” There were particular features of the show that she liked. “When you watched it, they made you feel like, you know, you were part of this family.”

Mulligan had seen QVC’s televison spot which explains the definition of “retail value.”

At the time she purchased products with a listed retail value, “[s]ometimes [she] thought [the retail value] seemed high ***. It just seemed like that was awfully high--you know, [she’d] see it and think it was high for some item, higher than what [she] would have thought it would have been.” However, that knowledge did not prevent her from buying the product because she thought that the price she actually paid was a fair price.

She would have purchased the products from QVC even if QVC listed no retail value, but the retail value impacted her purchasing decisions because she believed she was getting a

bargain at the QVC prices. If she could have bought the products in a store for the same amount or less than what she paid for it at QVC, she would have gone to the store instead of paying the extra shipping and handling fee to buy it from QVC.

Mulligan does not dispute that she continued to purchase products from QVC even after filing this lawsuit, and acknowledges that a consumer could not legitimately claim to be actually deceived by QVC’s listed retail values if the consumer continued to purchase the products after suing QVC.

On February 27, 2004, Mulligan filed her class action lawsuit against QVC, seeking damages under the Consumer Fraud Act (815 ILCS 505/1 et seq. (West 2004)) and under a theory of unjust enrichment. Thereafter, she filed a motion for certification of a nationwide class. On June 6, 2005, the trial court denied the motion, finding that individual issues of proximate cause and actual damage predominated. This court denied Mulligan’s petition for leave to appeal that ruling. Thereafter, Mulligan filed a second motion for class certification limited to a class of Illinois consumers who purchased specific products sold by QVC. The trial court also denied that motion, again finding that individual issues predominated.

Subsequently, QVC filed its motion for summary judgment on Mulligan’s individual claims, arguing that Mulligan had adduced no evidence of prices at which other retailers had sold any of the products she had bought from QVC and, therefore, could not prove a deceptive act or practice or resulting damage. Additionally, QVC argued that, because Mulligan purchased products from QVC for a variety of reasons, she could not establish that QVC’s alleged deception proximately caused her actual damage.

In response, Mulligan presented an expert jewelry appraiser. Heidi Harders testified in her deposition that she determined comparable prices for the products Mulligan purchased from QVC by using a cost and a market approach to valuation. Harders estimated the retail value of the cigar band ring at $25 to $35. With respect to the sterling jade and gemstone ribbed bypass ring, she estimated its retail value at between $30 and $40. With respect to the flexible link bracelet, Harders estimated its retail value at between the $30 to $40 range. With respect to the enamel bracelet, she estimated its retail value at between $20 to $30.

In doing her appraisal, Harders did not factor in any applicable sales tax, shipping and handling, or other additional costs. She agreed that the margin of error on her appraisal could be $5 higher than the appraised prices. Harders also acknowledged that there were other factors to consider in determining the retail value, including the retailers’ overhead, the quality of the product, and the demand for the product at a given time.

In her response, Mulligan also presented the deposition testimony of QVC’s retail coordinator to establish several inherent inaccuracies in the process by which QVC obtains its retail values, including: (1) the limited market in which QVC finds its comparable goods despite it being a national advertiser; (2) the limited “category shops” conducted each year; (3) the way QVC treats comparable goods that are on sale; and (4) the small percentage of goods for which they find comparable products.

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