Cheaper than cheap

It’s got better. There was a time when it seemed like all the sheds promised to “beat any quote”.

Obviously, they couldn’t all be cheaper than each other.

What they really meant was that there was a secret pocket of extra discount available, which could be accessed if you could persuade a store manager, or sometimes a regional manager or head office, that you’d buy elsewhere if they wouldn’t give you the competitor’s price, and the products weren’t too dissimilar.

The best times to ask were late on a Saturday – because that’s when most retailers’ week ends, and there are always targets to be met -, or in the last minutes before an offer “ended”: advertised prices might not actually go up the next day, but there would be high expectations, and retailers desperate to satisfy them.

Requests wouldn’t always be met. There was always the get-out that the two products weren’t actually comparable – even if they were really the same and from the same source, which happens, one retailer calls them X and the other calls them Y -, and, anyway, the decision of the deciding authority, whether manager or at head office, was final.

As the photo above shows, We Beat Any Price was for a long time part of Wren’s whole identity. Right now, they lean more on their detailed cabinet-by-cabinet comparison. Only Wickes and Howdens seem to be still duking this one out:

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