Word Choice & Document Formatting Matter

Today I attended a clearance sale for a clothing and shoe store. At the checkout I noticed coupons if customers were willing to travel to the downtown store to continue shopping.

I was looking for new shoes for work. Read the coupon below, specifically the part about shoes.

Upon arrival, I immediately started looking for must-haves. I was standing close to another customer reviewing the details of the coupon with an associate. The associate was very cordial and explained that the coupon is entirely misleading. Shoes are only 10% off.

How should the coupon be reworded to reflect what they actually intended?

How should associates handle frustrated customers?

ps. I really like this store by the way! This happens to be a very teachable moment though. 🙂

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