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I don't think anyone's going be tricked into spending £55 on a chainring when the headline price is £4.
I’d wager most retail shop owners would agree that this is the most destructive thing wiggle has done to the market. As a customer, RRP now feels like a rip-off, whereas for shops it usually means trade cost + 5-20% margin + 20% VAT, depending on the item. Sure, you can charge 2-20x on cables or housing ferrules, but for most stock the margins are terrible, and with the perception of what is and isn’t a reasonable price skewed by Wiggle’s permanent clearance sales, the segment of the market willing to pay RRP (or doing so without a negative impression of the exchange) has shrunk even more than it would have done given the economy.
Leshaches
Just found an example.
30T red chainring: £55, 42T black chainring £3.99
https://www.chainreactioncycles.com/p/race-face-direct-mount-cinch-narrow-wide-chainring?color=red&chainringTeeth=30T+%7C+Cinch+DM+%7C+Non+Boost
https://www.chainreactioncycles.com/p/race-face-direct-mount-cinch-narrow-wide-chainring?color=black&chainringTeeth=42T+%7C+Cinch+DM+%7C+Non+Boost
I don't think anyone's going be tricked into spending £55 on a chainring when the headline price is £4. But I don't know anything about this stuff