Is Tesco’s refusal to honour its iPad price glitch the right decision?

In my opinion, it’s not so much about honouring the deal or not; it’s all about how they handled the situation. From a branding and PR perspective, Tesco committed a blunder. Everyone makes mistakes. When you admit your mistake and apologise to your customers, the situation is diffused. Customers tend to advocate for brands that demonstrate humility and humanity rather than arrogance.

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