When renting a unit at StorageMart, customers are presented with a form that displays the price for the unit without any additional fees. The form clearly states the price, such as $47.99, and notes that the offer is available online only.
After receiving the invoice for the first month, customers may be surprised to find an additional "Value Coverage Fee" that was not mentioned during the checkout process. This is an example of the "Hidden Cost" dark pattern, where fees are not disclosed upfront, leading to customer confusion and dissatisfaction.
It is essential to be transparent and upfront about all payments during the initial steps of the checkout process in order to respect and retain customers.
