Go Outdoors - Go Get Ripped Off. Used Go Outdoors today to purchase some walking wear. Walked around the store weighing up the prices etc and purchased £372's worth of items accordingly. At the till we were asked if we were members etc and were then offered a discount card which would save us a minimum of 10% on all items. Excellent we thought, no brainer, so we spent an additional £5 for the discount. It was only when we got home a little later and started puzzling exactly what we had saved that we realised something was amiss. We were actually charged £372 but although the receipt said we had saved £157, the actual prices advertised in store amounted to the £372 stated. That is a saving of zero. Pretty fed up at the thought of not being given any discount, even though I had paid extra for a discount card, I phoned the store and was told that on the signs advertising each items price, was a very large pronounced bold price, which was the discount card price and then in tiny writing hidden amongst other details is a retail price. The way it is displayed is a very obvious (now in hindsight) practice of deceiving the customer and is there to make the bold price appear as the price you pay. Theres no comeback other than to return the goods, I'm going away tomorrow so simply don't have the option to return the items. However I do have the option of warning others about this deceptive practice and I also have the option to never set foot in this rip off store again.