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Every little helps

Given that new clients tend to navigate to our main office by following the large Tesco Express sign next door, it seems fitting to write a blog on the supermarket giant.

Apparently, their recent price promise initiative had some unexpected results. Customers were promised a voucher worth double the difference between Tesco's price and Asda's price in the event that customers purchased products from it which cost less at its rival.

Unfortunately, many customers used this as a money-making tool, and claimed vouchers worth hundreds of pounds after comparing prices on the internet. One customer was reported to have claimed over £40 through purchasing two bottles of Chardonnay, two bottles of Magners pear cider, two body moisturisers and a pack of mature cheddar.

Tesco has since limited the refund to £20 per shop, in addition to the existing £100 a month limit. One wonders why - given the preponderance of price comparison websites - someone did not anticipate this, but it does at least demonstrate the importance of considering carefully the implications of any promotion. We are often asked to review the wording of promotional material, and what may seem to be relatively innocuous comments can have unintended consequences.