Clarity of Disposable Lense Pricing

Clarity of Disposable Lense Pricing

Is the pricing on this advert misleading?

The headline price of £5.99 is shouted loud and clear. In reality, the minimum transaction cost is £13.38.

£5.99 gets you a box of 32 disposable contact lenses. But you cannot buy one box, the minimum order is, as shown in the small print, 2 boxes.

Then you have to pay £0.70 shipping per box. As stated though, you cannot buy one box. So the minimum shipping is £1.40.

ITEMUNIT PRICEQTYTOTAL
Box of disposable contact lenses£5.992£11.98
Delivery per box£0.702£1.40
Grand total and minimum spend£13.38

This feels like a slightly more overt version of drip pricing, as some ticketing websites are accused of.

Drip pricing is a technique used by online retailers of goods and services whereby a headline price is advertised at the beginning of the purchase process, following which additional fees, taxes or charges, which may be unavoidable, are then incrementally disclosed or “dripped”.

Source: Wikipedia
Your disposable lenses will cost you a lot more than £5.99

I am a partner at Succession Plus. We are specialists in providing proactive, focused and strategic advice for SME owners to help them manage strategic Business Succession and Exit Planning.I am enjoying a career that has embraced product and service businesses at all stages of their journey. I have worked in technology, telecoms, consumer electronics, payments, media, and publishing.

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