Thresher’s discount voucher scheme has been declared an act of ‘accidental genius’ by one worker at the off -licence chain, showing the need for good marketing even after a mistake.
Officially, Threshers did not intend its 40 per cent discount voucher, which spread online, to become widespread in use, but was said to have reacted ‘sensibly’ to the stampede for its drink and turned limited further damage from its “cock-up”.
One worker interviewed by the Times said that she did not know the shop’s profit margin, but believed that the promotion was thanks to “either a genius or an idiot at head office”.
The report praised the handling of the reaction to the offer, saying that it could have gone badly if the firm refused to honour the vouchers, something Starbucks did with a similar deal in the US. It is now facing a $114 million (£58 million) lawsuit.
A spokesman interviewed by the paper added that while the discount voucher, which was originally only intended for suppliers as a ‘thank you’ for their work, will dent profit margins but will not lead to a loss.
The chain already offers up to 33 per cent discount through its ‘buy two, get one free’ on much of its wine and champagnes.