two thoughts did the shop install another AV prior to Mcafee? If they did not remove the other AV with its removal tool this activation issue can happen.
If not that call customer support (link in useful links tab above) they will sort this out. It is their bread and butter.
Ok from the records we could see that you programs have been successfully registered with an expiry date till 2013 . So all you have to do is to follow the instructions here http://service.mcafee.com/faqdocument.aspx?id=TS101331 to uninstall the program and reinstall it from your online account her : http://us.mcafee.com/root/login.asp
Note: You have to enter you @gmail.com email address and password that you entered while registration to access your McAfee account and install the program by following the instructions here: http://service.mcafee.com/faqdocument.aspx?id=TS100342
I would un-install what the shop installed.
Afterwards, I would enter www.mcafee.com/mav/retailcd.
Prompt window to input key will be immediately shown. You will be asked to enter your Mcafee account, in case you were not in before-hand. This process will take you no more than two minutes.