lastminute.com's WIGIG sale - do you really stand a chance?
You may have received an email from lastminute.com recently, heralding today's launch of their When It's Gone It's Gone promotion (WIGIG):
If you tried to bag the bargains, there's a very good reason why you probably weren't successful. This email wasn't just sent to you, obviously; three years ago, nearly 10 million people were subscribing to lastminute.com's newsletter, so you can bet there's be a similar number receiving it now, give or take a million or two.
So when lastminute.com advertise a sale that offers theatre tickets and theme park tickets from just £1, competition to buy them is going to be tough. How tough, exactly? Well, let's take a look at the first day's offers:
So several million potential customers, four big deals, with the chance of succeeding depends on two factors: demand and supply. Even as a pessimistic estimate, it's fair to say that several thousand people will have tried to make a purchase; maybe tens of thousands.
But what about supply? How many deals were there to be had?
So when we compare the prices advertised to the products available, we see that:
- there were 200 theatre tickets available for £1
- there were 350 experiences - children's photoshoots and paintballing for £10
- there were 10 days out (the Merlin passes) for £10
- there were 20 festival tickets for £20
That little word "from" when used in advertising can mask such incredibly misleading headlines, can't it? Just 20 festival tickets at the prices advertised? Just 10 theme park passes for £10? And there may have been 200 theatre tickets available for £1, but you had the choice of just two shows and we're fairly sure they're the sort of things you buy in pairs, don't you?
We can't wait for midday tomorrow now - will lastminute.com come up with an offer that a reasonable number of its customers can take advantage of, or will it be more "bullshit baffles brains"? We'll let you know.