Disney still making a hash of botched promotion

NEWS Disney is still trying to sort out a massive headache arising from a promotional offer it made earlier this year to boost sales in its online store. Shoppers buying Disney merchandise were given a coupon entitling them to $15 off their next purchase, but because the studio giant omitted to put in place any system to ensure the coupons were used just once, many customers have been sharing their coupon number with friends and family (see http://www.silicon.com/a56298 for more). Now, unable to figure out which of its customers legitimately used the coupon, Disney is asking 13,000 people to simply mail in their coupons to claim their discount. In an email message sent late last week to customers who placed an order using the $15 money-off voucher, Disney said the gift certificate was meant only for people who had bought goods at its stores during a promotion earlier this year. Those shoppers were sent or given a paper coupon. In the message, Disney said it would cancel customers' coupon-related orders on 23 November if it hadn't received their coupons by then. In the email, Disney said: "Upon receipt and verification of the [coupon], we will release your order and credit your account for any applicable discounts," Disney said in the note. "We apologise for any inconvenience that this may cause." Troy Wolverton writes for News.com