Online customers at Brown Thomas were left raging this morning after a "pricing error" saw high-end runners on sale for just €10.
Those who noticed faux pas jumped at the chance to bag the bargain saving them €110 on the popular Veja runners, only to be left disappointed just hours later.
Brown Thomas quickly noted the mistake and took to social media to say it was a "pricing error".
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In a statement posted on Twitter on Wednesday, the department store said all orders that were sold at the reduced price "will be cancelled."
They wrote: "To our customers, please note we experienced a pricing error on our website this morning. Orders sold at an incorrect price will be cancelled as per our terms and conditions. We are investigating this technical issue and apologise for any inconvenience."
Since cancelling the orders, customers have been taking to the internet in rage and demanding that purchases be honoured in line with customers’ statutory rights.
One Twitter user wrote: "These orders should all be honoured by Brown Thomas, not the customer's fault they had a “pricing” error. Brand reputation and customer satisfaction should be more important to a company like Brown Thomas."
Another said: "I think law trumps your terms and conditions…” and cited the CPCC website which states that “By law, shops must display the correct price and ensure it is not misleading. This means that the price shown must be the same as the price charged at the checkout. The same also applies to prices displayed for goods on websites.”
In response to this, Brown Thomas posted a link to their own terms and conditions, which says that non-acceptance orders may be due to any one or more of their non-exhaustive reasons, including if they have "identified a pricing or product description error."
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