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Yeah, Silca clearly have huge margins selling direct, as most companies do I suppose.
Cut out the wholesaler who are taking 40% or whatever, and pass those discounts direct to consumers in 'rewards' and 'points'. Spend a bit more on online adverts to get the traffic and it probably works.
I imagine it pisses off the wholesalers though.I'd be tempted by a £40 titanium hammer, then I'd feel guilty for days and hide it in a drawer.
Fishfabs
PedallingSquare
We’re all suckers for a perceived deal and they know it, they’ve nearly certainly designed the rewards scheme around people setting up multiple accounts. £45 RRP for a litre of degreaser is so insane that it makes one (☝️) jump at the chance to get it for £25, which is still a ripoff. £90 for a hammer is nonsensical, but at £40 it looks appetising enough to make people forget it’s still just a hammer (weight advantages for mobile mechanics aside).