Tuesday, November 04, 2008

Wine Rack's offer hard to swallow

The Law of Attraction as defined by Michael Losier explains how you effectively get more of what you give, so it was reassuring to see Wine Rack operating a classy piece of permission marketing to coincide with the opening of a new store in Hungerford.

Or rather we were reassured until we read the small print, when it suddenly became a clumsy effort indeed. And all this the very day after Morgan PR gave a seminar on permission marketing

In theory it was a sound offer - 'Save £5 when you spend £25 or more on wine and champagne' and in return you submitted your details that would allow them to market directly to you - with your permission.

Leaving aside that they probably meant 'wine or champagne', its modest offer of a diminishing 20% off with each £1 more than £25 you spend, it was the small print that disappoints.

The offer was severly time limited and in fact only lasted for a week, having expired some days previously.

So were we inspired to shop there? Of course not! Does it incline us to in the future? No, actually it probably disinclines us from using them in the future having had our hopes raises and then dashed.

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