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| Version 1 | Version 2 |
|---|---|
| Web discount frenzy at Threshers | Web discount frenzy at Threshers |
| (about 3 hours later) | |
| Off-licence chain Threshers is braced for an onslaught of bargain-hunting drinkers as an online discount voucher is downloaded by millions of people. | Off-licence chain Threshers is braced for an onslaught of bargain-hunting drinkers as an online discount voucher is downloaded by millions of people. |
| The 40%-off wine and champagne voucher was intended for suppliers and their friends, but has been distributed widely via blogs, email and chatrooms. | The 40%-off wine and champagne voucher was intended for suppliers and their friends, but has been distributed widely via blogs, email and chatrooms. |
| Queues have formed at one store while the Threshers website has crashed under the strain of demand for the offer. | |
| "It was never intended to get this big," a company spokesperson said. | "It was never intended to get this big," a company spokesperson said. |
| The company admits it is slightly concerned about the popularity of the offer. | The company admits it is slightly concerned about the popularity of the offer. |
| It could end up hitting our profit margins Threshers spokesperson | |
| "We are waiting with bated breath... Early next week, we should get the figures for what level of business we have seen this week and over the weekend," the spokesperson added. | "We are waiting with bated breath... Early next week, we should get the figures for what level of business we have seen this week and over the weekend," the spokesperson added. |
| "This is a better offer than normal and it could end up hitting our profit margins." | "This is a better offer than normal and it could end up hitting our profit margins." |
| The 40% discount voucher applies to wine and champagne purchases at stores in the Threshers, Wine Rack, Bottoms Up, Haddows and The Local chains and runs until 10 December - although the small print suggests that it applies only to orders up to £500. | The 40% discount voucher applies to wine and champagne purchases at stores in the Threshers, Wine Rack, Bottoms Up, Haddows and The Local chains and runs until 10 December - although the small print suggests that it applies only to orders up to £500. |
| 'Power of the web' | 'Power of the web' |
| It first appeared on the website of South African wine company Stormhoek, which estimates that it has been downloaded more than 800,000 times. | It first appeared on the website of South African wine company Stormhoek, which estimates that it has been downloaded more than 800,000 times. |
| "What has taken us by surprise is the scale of consumers talking to each other and passing it on to the next person," said Stormhoek's Alistair Pearson. | "What has taken us by surprise is the scale of consumers talking to each other and passing it on to the next person," said Stormhoek's Alistair Pearson. |
| "I think the company are now a little bit worried that they will be able to handle the level of trade, but they have over 2,500 stores and know this business." | "I think the company are now a little bit worried that they will be able to handle the level of trade, but they have over 2,500 stores and know this business." |
| Queues have formed at some stores | |
| Despite the size of the discount, he still expected that Threshers would make a profit on the offer. | Despite the size of the discount, he still expected that Threshers would make a profit on the offer. |
| Robert Dirskovski, head of interactive media at the Direct Marketing Association, told the BBC that the Threshers case demonstrated the power of the web. | Robert Dirskovski, head of interactive media at the Direct Marketing Association, told the BBC that the Threshers case demonstrated the power of the web. |
| "It lends itself perfectly to passing things on to your friends and relatives - it is what we call viral marketing. | "It lends itself perfectly to passing things on to your friends and relatives - it is what we call viral marketing. |
| He said that viral marketing was a useful tool for companies, especially as UK legislation prohibits unsolicited commercial emails to people that have not already made purchases or inquired about them. | He said that viral marketing was a useful tool for companies, especially as UK legislation prohibits unsolicited commercial emails to people that have not already made purchases or inquired about them. |
| "It is a very good way of collecting data. Once you have availed yourself of the offer, a retailer can then send you e-mails." | "It is a very good way of collecting data. Once you have availed yourself of the offer, a retailer can then send you e-mails." |
| Retail experts say a number of High Street chains have begun using this tactic in so-called "secret sales". | Retail experts say a number of High Street chains have begun using this tactic in so-called "secret sales". |
| Oasis, New Look, Selfridges, Gap, Borders and Habitat are reported to have employed the tactic. | Oasis, New Look, Selfridges, Gap, Borders and Habitat are reported to have employed the tactic. |