Be credible when you knock the competition – even in digital

Intersport’s cost-saving calculator does half the job and reduces my trust.
He is a great example of getting it wrong. A well-timed email reminded me that taking my own skis to the Alps is not necessarily the most cost-effective option – and of course, renting skis will save me the hassle of struggling through airports with my own heavy skis.
But the Savings Calculator gets it horribly wrong. It doesn’t ask me where I am going, so wrongly assumes that I might be willing to pay £86 to carry my skis. If you are going to criticise the competition, at least sound credible – even in digital.
Pity – I have often wondered what the real saving was of taking my own skis to Geneva.

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