Online 40% discount voucher backfires
Wine specialist Thresher Group is resigned to a profit margin hit after the explosive success of a 40 per cent discount token distributed over the internet.

The voucher, originally intended to be used by the families and friends of suppliers, has been downloaded by millions of people who are expected to take advantage of the offer before the closing date of December 10.

A Thresher spokesman said: 'It will hit profit margins - that's a given. We said to suppliers they could e-mail it to family and friends, but it's gone absolutely massive.'

He said that the retailer - whose fascias include Wine Rack and Bottoms Up as well as the eponymous chain - would honour the deal.

As revealed by Retail Week (RW, December 1), discount vouchers distributed online have been widely employed by retailers this Christmas to kick-start seasonal sales in sluggish trading conditions.

Store groups as diverse as Gap, Selfridges and Borders have adopted the tactic. Industry observers say the promotional method amounts to 'secret Sales' by retailers.

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