Well, clearly they do understand, but they don't really have a way to explain it do they? And really, "Miss" ?
Hello Miss Kennard. First I apologise for my delayed response. I’m sorry you were unhappy with our previous response. We’re providing customers with a 20% discount on selected goods; which is the same as the new VAT rate from January 4th this year. Whilst we’re promoting this as VAT free customers will still be paying VAT on the goods. So whilst you’re still paying the VAT on the goods, we’re offering a 20% discount to help. Essentially, we would be unable to sell goods without VAT being added. If we were to take the exact VAT amount off each item on sale, then the discount would be 16.66%. So by taking off 20% we’re giving that little bit extra saving to customers. I hope you’ve found this information helpful and thank you for contacting Tesco.