As a Christmas gift, Threshers (the off-licence chain) emailed a 40% off voucher to a selection of their suppliers.
Seems like a good idea.
But of course the recipients forwarded the discount details to all their friends.
Threshers website crashed with all the visitors trying to access the offer (they estimate half a million vouchers were printed), and their 2,000 stores were braced for a Christmas rush.
It could have been avoided if they’d simply added the words ‘limited offer’ to the voucher design.
Mind you, they received lots of media coverage as a result. And there is speculation that the whole thing was a marketing ploy – even at 40% off, they were not selling at a loss.