A short story about selling shoes
I happen to have subscribed to a newsletter of a brand of shoes I like. That is, I even signed up for a “friends & family” program. So once in a while I get these emails inviting me to get a sneak preview of the new collection or an extra discount for being a friend. Same thing now, as summer moves on everybody is doing summer sales. So I got this coupon in my email promising me 50% discount, applicable only to items that are already on sale. Sounds like a good deal.And I still believe it IS a good deal. But… The coupon said “50%”. And the way it is with these emails, they are supposed to entice you to immediately click on it to get that deal. Honestly, do you read all the fineprint before clicking? So I got to my favorite pair of shoes, the ones I have been looking at again and again. Actually I don’t really need them, but they do look nice and it’s a good brand and… I added them to my basket and went to checkout. For the sake of simple calculations, let’s say they were 160 € before they went on sale. Now they are 100 €. So 50% would be 50 €, correct? Well, I added my coupon code and the actual price turned out to be – 80 €.
Wait, wait, wait. 80 € is definitely NOT 50 % of 100 €. It’s 50% of the original price, that is 160€. I was disappointed. And I left.Don’t get me wrong. I feel, 80 € is an absolutely fair price for that pair of shoes. What annoyed me was that I felt cheated. They promised me something and it turned out they did not tell the whole story. They did not even write it in the fineprint in a way that one could really understand it. You have to read it closely and think about it to really “get it”.